Case Study.
Retail & On-Pack Promotion
the challenge.
- Driving Purchase Intent: Encouraging consumers to choose the new flavour over established competitors at the point of sale, particularly at low price points (₹10 & ₹20 SKUs).
- Encouraging Repeat Trials: Motivating customers to make repeat purchases to build brand loyalty for the new variant.
- Collecting First-Party Data: Capturing actionable consumer data (name, mobile, PIN code) directly from packaging interactions to enable targeted marketing and retention strategies.
- Measuring Sales Impact: Quantifying the campaign’s effect on volume sales in pilot regions to validate the effectiveness of on-pack promotions as a media and conversion channel.
- Standing Out in Cluttered Retail: Ensuring the promotion cut through the noise in Kirana stores and supermarkets, where shelf space and consumer attention are highly contested.
the Outcome.
- High Sales Volume: Over 24 lakh (2.4 million) promotional SKUs were sold, indicating strong consumer interest and effective distribution across 4 regions.
- Robust Engagement: The campaign recorded 4.1 lakh+ unique QR scans, reflecting successful consumer interaction with the on-pack QR code mechanism.
- Significant Data Collection: First-party data was collected from 2.7 lakh+ users (name, mobile, PIN code), providing a valuable database for personalized marketing and future retention campaigns.
- Reward Redemption Success: Over 1.1 lakh+ coupons were redeemed (tracked via POS partners), demonstrating the appeal of instant prizes like mobile recharges, discount coupons, and brand merchandise.
- Repeat Engagement: 40% of users revisited the gamified microsite more than once, signaling strong interest in the scratch card format and the weekly smart TV giveaway, which fostered repeat trials.
- Substantial Sales Uplift: The campaign achieved a 32% increase in sales volume compared to the pre-promo baseline in key markets, validating the effectiveness of the on-pack promotion in driving purchase intent and conversions.
- Enhanced Brand Recall: The gamified microsite, point-of-sale materials (POSM), and exciting rewards amplified brand visibility, positioning the new flavour variant as a dynamic and consumer-friendly offering in a crowded market.
Results.
Packs Sold (Promo SKUs)
24 Lakh+
Unique QR Scans
4.1 lakh+
Sales Uplift
32%
buyerr
Who We Are
Buyerr is a marketing agency allowing brands to directly engage with individual consumers at scale.
WHAT WE DO
We make direct-to-consumer engagement & promotions seamless, scalable and affordable.
WHY WORK WITH US
Measure, compare & accelerate customer acquisition, sales conversion and campaign ROI across all marketing & sales channels.
HOW WE DO IT
Buyerr is a marketing agency allowing brands to directly engage with individual consumers at scale.
