Data-Driven Acquisition Strategy for Sligro

Executive Summary

Sligro's campaign 'Welcome to the world of food. Welcome to Sligro' leveraged innovative causal inference techniques to verify its impact on customer acquisition. This data-driven approach demonstrated measurable results and set a new scientific standard for B2B marketing effectiveness.

"Within a short time, Springbok helped us develop a solid strategy that set a new standard for our approach. Their expertise and data-driven methods ensured a strong foundation for success." - Tim Timmers, Digital marketing lead at Sligro

Results

Using the open-source causal inference measurement technique ‘Difference-in-Difference’, we isolated Sligro's campaign impact by filtering out external factors like pricing and seasonality. This scientific approach revealed the campaign's true contribution: Sligro achieved an incremental growth of 30% in total new customers for the given period.

Our approach

Sligro, facing challenges from inflation, changing consumer behavior after COVID-19, seized opportunities through innovation, digitalization, and clear positioning. Shifting focus from customer retention to acquisition, they partnered with Springbok to develop a full-funnel campaign strategy based on proven growth methods. The approach, inspired by Byron Sharp’s principles, emphasized broad and continuous brand reach, ensuring consistent visibility within budget constraints.

Target Audience & Strategy

Applying B2C growth principles, broad and consistent reach was key for Sligro. A 3x weekly contact frequency was needed for P&L impact (Nielsen, 2017). Target selection based on budget:

• SME customers (30-60 years) in Randstad (high potential: many Sligro locations, lower brand awareness).
• Within 17 km of a Sligro location (higher conversion potential, based on internal data).
• Prospect list from Chamber of Commerce data (location, business type, industry, etc.).

Marketing channels

Following Nelson-Field’s Attention Economy and Ritson’s Effie Success insights (more channels = more impact), a full-funnel mix was chosen:

• Radio
• YouTube
• Meta (Facebook & Instagram)
• Google Ads
• Direct Mail

Scaling impact

The campaign began in the Randstad, targeting the highest potential region, before expanding nationally. This phased approach ensured a smooth rollout, as brand campaigns were new to Sligro. Following the pilot's success, Sligro and Springbok are now planning an ongoing digital strategy to target more groups in 2025.