Driving more weekly active users for Checkout 51
How dynamic retargeting helped Checkout 51 reach their WAU goals
Checkout 51 is one of the leading cash back apps in North America with close to 20 million members across Canada and the US. Checkout 51 partners with consumer packaged goods companies to give its members incentives to purchase their products on a weekly basis. With a focus on groceries, Checkout 51 has been able to save its members over $75,000,000.
To increase the life-time value (LTV) of existing users, we ran successful retargeting campaigns by testing segments and dynamic creatives.
The challenge
Checkout 51 relied on our expertise to maintain and drive more weekly active users (WAUs). By retargeting users who were inactive in a given week (Checkout 51 has new offers on a weekly Thurs-Wed basis), we helped Checkout 51 hit their WAU goals.
We tested multiple segments and found the initial challenge was the inability to run those segments dynamically.
The strategy
Checkout 51 provided us with an open event stream through their mobile attribution partner. We used this data to create segments based on app user activity, which we updated in real-time to ensure the right user was getting the right message at the right moment.
Checkout 51 also provided segments through their CSM partner. Here, Checkout 51 leveraged email unsubscribe data and push notifications to target users who could not be reached through traditional communications channels.
We used Dynamic Product Ads to show different promotions on a weekly basis, allowing Checkout 51 to continuously target inactive users and show them a relevant product offer and entice them with offers to open the app.
The results
The best performing segment consisted of users who were active the previous week but not the current week. Our retargeting campaigns effectively brought them back into the app, meaning we hit Checkout 51’s WAU goals.
Checkout 51 was also among the early adopters of our Ghost Bids test – a methodology based on the Ghost Ads concept developed by Google.
"This is where Remerge really proved they have their partner’s back. Incrementality testing could have easily proved that remarketing does not work and the dollars spent in this channel are not valuable. However it proved it did work and by spending on remarketing we were able to get incremental WAUs at a price that made sense for our business. Once you understand the incrementality of remarketing ads by having a hold out group for a number of weeks it allows you to spend knowing you’re getting an ROI." Alexander Potichnyj, Director of Marketing, Checkhout 51.
« With incrementality testing, Remerge was able to prove there is incremental engagement among users who receive their campaigns. Remerge is willing to put its neck on the line to ensure an advertising partner’s dollars are spent effectively »
ALEXANDER POTICHNYJ, DIRECTOR OF MARKETING, CHECKOUT 51