Use Retail Insights to Maximize Your ROI

Turning Great Campaigns Into Smarter Ones

Most brands already know how to run great campaigns. They launch with intention, drive awareness, and create real shopper impact. But the best marketers don’t stop there. They treat every campaign as a chance to learn what worked, what resonated, and what can be refined next time.

Optimization happens when attribution enters the mix. When you can see which channels and media are truly converting, whether that’s retail media, influencers, or paid social, you can reallocate spend toward what performs best. Each activation builds on the last, strengthening performance with every cycle.

The Power of Continuous Optimization

Continuous optimization connects the dots across campaigns. With visibility into performance, brands can see what’s driving real lift and make smarter adjustments like refining creative, rebalancing budgets, and sharpening targeting. Over time, those refinements turn into measurable efficiency and stronger results.

What Optimization Actually Looks Like

• Clarity: If data shows lack of engagement (clicks) towards the CTA, the creative can be adjusted to draw more attention to the CTA next time.

• Effectiveness: If paid media outperforms influencers, the next campaign might lean more heavily into the paid media channel.

• Offer strength: If a “$1 off” incentive drives modest lift but a “free trial” or BOGO offer spikes conversion when most important, that insight shapes future strategy.

• Timing and audience: When data shows shoppers convert most on certain days or in certain regions, brands can double down on those high-performing windows or retailers.

Each optimization is a small shift, but together, they create compounding gains.

Building a Smarter Retail Playbook

When brands apply these learnings over time, they start to develop a living playbook that reflects what actually drives retail lift. Instead of relying on assumptions or one-size-fits-all tactics, marketers can build a system of evidence-backed best practices that guide future activations.

The real benefit of continuous optimization: it connects short-term performance to long-term growth, turning campaigns into a smarter, more connected retail strategy.

Takeaway: Always Be Optimizing

The takeaway here? Always be optimizing, a Vizer specialty.

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Overview

The SneakPeek Test, #1 OBGYN-recommended early gender test, partnered with Vizer to drive incremental trial and overall sales through a compelling $15 off incentive. The SneakPeek Test successfully attracted new consumers while reinforcing trust with their existing audience. This partnership enabled real-time optimization for every campaign thereafter, ensuring success throughout the year-long partnership.

Vizer Activation

The SneakPeek Test launched with a $4.50 off offer via paid Meta ads and influencers. Vizer's real-time data allowed them to make pivots quickly when they saw that the initial campaign wasn't moving the needle within the first couple months. Vizer advised increasing the value to $15, paired with refreshed creative, copy, and ad set up which increased performance.

Key Results

This activation demonstrated how real-time optimization and value-driven offers can amplify success and drive meaningful in-store performance.

Performance

• 4% to 50%+ redemption rate after optimization

Impact

Through agile creative strategy and data-informed pivots, The SneakPeek Test unlocked measurable growth and efficiency, turning early consumer insights into lasting results within a year-round marketing framework.

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Impact on Sales

The SneakPeek® Test partnered with Vizer to activate a high-performing offer across paid social, influencer, and email channels. Leveraging Vizer’s Annual Partnership allowed the team to optimize in real time, pivoting from an initial $4.50 off offer to a stronger $15 incentive that quickly drove conversion lifts. This agile approach boosted week-over-week sales lifts, increased overall redemption, and delivered measurable efficiency gains across paid media and owned channels.

Sarah Cacia, Sr. Consumer Account Manager at Myriad Genetics

“Our experience with Vizer has been phenomenal. As a digitally-native brand that later expanded into retail, we struggled with traditional shopper marketing tactics that lacked the measurement and attribution we were used to. Discovering Vizer has been a game changer – finally a modern shopper marketing platform that delivers clear results, channel attribution, and real insight into what’s driving conversions from online to in-store. On top of that, the Vizer team truly helped us succeed – through their optimization suggestions and regular touchpoints, our campaign ended up exceeding benchmarks and driving measurable results.”

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Offer Journey

Shoppers discovered the $15 off SneakPeek® Early Gender Test through targeted social ads, influencer content, and email promotions. After selecting their preferred retailer, they instantly received a unique barcode to redeem online or in-store, making the path to purchase fast, seamless, and app-free.

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Offer Structure

Discount Value

Save $15 on ONE (1) SneakPeek Early Gender Test

Participating Retailers

Available nationally at Walmart, Walmart.com, CVS, Walgreens, and Walgreens.com

Channels Utilized

Activated across paid social, influencer, and email campaigns to reach expecting parents throughout the purchase journey.

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Takeaways

Real-Time Optimization

Vizer’s Annual Partnership framework allowed the SneakPeek® Test to quickly pivot from a $4.50 to a $15 offer which drove a significant lift in conversion and improved paid media efficiency.

Conversion Momentum

Vizer helped align creative, copy, ad set up, and offer value to drive redemption rates past expectations, reflecting strong consumer motivation and purchase intent.

Retail Impact

The optimized offer drove measurable week-over-week sales increases, highlighting how omni-channel activation can influence in-store and online movement.

Long-Term Efficiency

Through ongoing data visibility and performance insights via the Vizer dashboard, the SneakPeek Test continues to refine creative and strategy, maximizing ROI across all channels.

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Results

The SneakPeek Test leveraged Vizer to optimize their marketing strategy to deliver successful engagement and conversion. Learn how you can use digital offers as the call-to-action for consumers.

Contact us at www.joinvizer.com or hello@joinvizer.com

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Marketers today put a lot of intention behind their campaigns. They’re thoughtful about targeting, creative, timing, and the role each channel plays. When it comes to understanding what actually drove sales in-store however, the path to clarity can be slow and a bit fragmented.

Most teams have learned to work around that. They rely on MMMs, retailer reports, and aggregate sales trends because that’s what has been available for years. These tools give valuable context, even if they arrive on a delay. Over time, those delays start to feel normal.

But as shopper behavior accelerates and channels multiply, attribution is becoming more than a reporting tool. It’s becoming a way for brands to make sense of their impact in a faster, more confident way.

The Traditional Path to Attribution

The usual flow looks something like this: run a campaign, wait for data to come in, and then piece together what likely drove the lift. Sometimes the numbers show up in a few weeks. Sometimes it takes longer. In the broader marketing landscape, that timeline made sense when channels moved more slowly.

One of our founders likes to use this fun analogy:

“You wouldn’t drink milk that’s 30 days old, so why rely on data that’s two weeks old?”

The real point isn't that past data has no value. It absolutely does. Even delayed insights can help steer a campaign that's still live or inform the next one.

The challenge is timing. The sooner you get clarity, the sooner you can adjust budget, creative, or offers before unnecessary spend racks up. That’s where real-time attribution starts to shine. It doesn’t replace the value of historical data but brings the insight forward, giving teams the space to act while it still matters and saving time, money, and momentum in the process.

Why Sales-Level Insight Adds a New Layer of Clarity

Aggregate sales tell part of the story. They show whether the category is moving and how the brand is trending, but they can’t always reveal what specific effort sparked a purchase.

Sales-level attribution fills that gap by connecting campaign activity directly to units sold. That connection helps marketers understand:

• Which channels are contributing to conversion
• Which audiences are responding
• Which offers feel motivating
• Which messages are influencing real purchase decisions

How Vizer Helps Brands See Their Impact Live

This is where Vizer’s platform plays a unique role. Instead of waiting for end-of-month reports, Vizer gives brands a live view of sales tied directly to their campaign activity. Teams can watch offer click engagement, click-to-clip rate, and redemptions in real time.

That visibility lets brands:

• Understand how their marketing is performing the moment it launches
• Identify top-performing audiences and channels with sales-backed data
• Optimize immediately instead of waiting for post-campaign learnings
• Build a continuous feedback loop campaign to campaign

This provides brands with a more agile way to market, where every decision is grounded in what’s happening at the shelf right now.

Closing Thought

Real-time Attribution is a learning tool. When brands can see their impact as it happens, they make choices with more clarity, they refine ideas with purpose, and they build insights they can carry forward all year long.

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Overview

poppi, the better-for-you soda brand and official soda of the Los Angeles Lakers, wanted to create a bold, localized moment around their limited-edition Lakers can. Enter Vizer. Just in time for a packed game at Crypto.com Arena, poppi launched a free can offer powered by

Vizer’s QR code technology. With just a scan, fans could claim a complimentary poppi redeemable at Southern California retailers like Ralphs, Vons, Pavilions, and Safeway.

Vizer Activation

poppi made Lakers fans part of the moment by turning a courtside scan into a real-world reward: a free can of poppi, unlocked through a Vizer-powered QR code activation. With an exclusive Lakers can on shelves and 17% of the arena scanning in, poppi didn’t just show up at the game, it became part of the experience.

Key Results

This activation proved the success of out of home activations by tracking live engagement.

Awareness

• 17% of attendees scanned the in-arena QR code, reaching over 3K fans in real time
• 433 offer clips collected and tracked through to SoCal retailers

Proving OOH Attribution

By embedding a scannable offer in a high-energy, live environment, Vizer captured every touchpoint - from QR scan to clip. The result: clear, measurable data that proved out-of-home activations can drive intent and deliver ROI beyond impressions.

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Impact on Sales

poppi tapped into the power of a live moment with a free can offer during a Lakers game. Fans scanned, clipped, and redeemed. 17% of the entire arena scanned the QR code within the 30 seconds it was live on the jumbotron. The Lakers-themed can drove interest straight to shelves at SoCal retailers like Ralphs, Vons, and Pavilions. This activation proved that when a bold brand meets the right crowd, the path from court to cart is short and measurable.

Brand Awareness

This activation put poppi front and center at a high-visibility event, introducing the brand to

20,000 fans. The activation created buzz that extended beyond the arena, boosting top-of-mind awareness across SoCal.

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Offer Journey

The offer was available exclusively for in-arena Lakers game attendees. They scanned the QR code on the jumbotron, entered their email, received a barcode, and redeemed in-store for a discount applied directly at checkout.

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Offer Structure

Discount Value

poppi offered a free can of their Lakers exclusive grape soda can. Specifically any 12oz can (up to $2.99).

Participating Retailers

The offer was exclusively available at Southern California retailers; Ralphs, Vons, Pavillions and Safeway.

Channels Utilized

poppi distributed a surprise and delight QR code on the Jumbotron at a Lakers game in LA - available for attendees to scan for 30 seconds.

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Takeaways

Engagement

Vizer + poppi strategized to capture live fan attention with an in-arena QR code and free can offer, turning a passive audience into active participants.

Geo-Targeted

poppi created high local relevance and urgency by tying the offer to a limited-edition Lakers can available only at SoCal retailers.

Attribution

Vizer’s technology tracked every click, clip and redemption. Proving that even high-energy, in-person moments can deliver measurable results.

Insightful

Vizer provided full-funnel visibility into the activation’s performance, offering learnings poppi can apply to future out-of-home efforts.

Contact us at www.joinvizer.com or

The best way to grow a consumer brand is to move units in retail. This drives product trial, increases velocities, and builds brand awareness. But all too often, digital campaigns don't include a clear call-to-action (CTA) to go in-store. This leaves massive opportunity on the table.

Here are 3 ways brands can increase sales by including a retail CTA.

Digital Campaigns

Effective digital marketing is essential for growing brands. Your content may be everywhere, but is the path to buy clear?

Stand out from your competitors who are driving traffic to store locator pages. Call out retail partners you want to support and include tangible instructions. Avoid indirect copy. Simple swaps like "Visit [STORE] and pick up [PRODUCT] before the game this Sunday" can make a big impact.

Out of Home Campaigns

Out of Home campaigns are an excellent way to intermix your brand with day-to-day life. Examples include billboards, event signage, and product packaging. In each of these instances, brands can leverage QR codes to continue the conversation.

Try including a QR code that leverages media directing shoppers toward retail locations. This is an opportunity to leverage mobile offers to incentivize buying behavior.

Website Placements

Websites are an underutilized resource for brands seeking to increase sales in store. Via organic search or web traffic, shoppers visit your home page every day. Are you using this real estate in a tactical way? Include a banner or pop-up screen with a clear retail CTA. This can help guide consumers toward specific retail partners you want to support.

The best time to include a retail CTA in your digital campaigns is now. Not sure where to get started? Connect with the Vizer team to learn more about how to include retail CTAs in your campaigns.

Strategic Pitching

Many larger retailers have media following their every move. Often there are round ups on “best products” and “must-haves”. For example “The best products to find at Costco This Week”. If you’re a brand available at a larger retailer, ensure you have strong relationships with the reporters covering those beats.

Build brand awareness through evergreen pitching that helps drive foot traffic to your retailers. This can be done via regional and national press efforts, including collaborative initiatives touting new releases and immersive in store experiences.

When possible look to leverage timely and trending themes when pitching. If non-gated incentives and offers can be tied to these moments that can be impactful.

Bundle symbiotic products to round out the outreach to media allowing for a more multifaceted pitch driving interest to that specific retailer.

Leverage Influencer

Influencer marketing is a great way for targeted efforts specific to a retailer and location. Map out the demographic of the audience you need to meet and curate influencers in that area with a complimentary audience.

Partner for a special promotion or a creative in-store experience with CTA to drive foot traffic. If the influencer is noteworthy, you can also pitch the partnership out to the media for coverage.

Pop Ups + Events

Host an event at the retailer with a known tastemaker or offer a unique activation and pitch that event out to local media to drive attendance.

Call To Action Campaigns

Drive consumers in-store with tangible value by offering an incentive. Tools like Vizer allow brands to attach in-store promotional offers to media via links. Including an offer in media can drive consumers to take action.

LaRue is a Vizer Partner and full-service Public Relations and Affiliate Marketing agency harnessing the powers of media relations, affiliate marketing, events, and influencer and brand partnerships to deliver real, measurable ROI.

In a world buzzing with marketing channels, finding the sweet spots for your brand promotions can be challenging.

At Vizer, we've unlocked the potential of omnichannel engagement, allowing you to place Vizer offers anywhere a link can go.

Dylan, our co-founder, recently curated a list of 16 game-changing places where Vizer offers can elevate your brand presence and drive sales.

• Paid Media: Integrate Vizer offers into your digital ad campaigns, enticing potential customers with exclusive deals.

• Influencer Collaborations: Boost your influencer partnerships by providing them with unique Vizer offer links to share with their audience.

• Out-of-Home Campaigns: Add QR codes with Vizer offers to your outdoor ads, seamlessly bridging the gap between offline and online engagement.

• SMS Marketing: Send out targeted SMS campaigns with Vizer offer links, encouraging instant engagement and conversions.

• Email Campaigns: Enhance your email marketing strategy by including Vizer offer links, creating a direct path for subscribers to redeem promotions.

• Customer Service Interactions: Surprise and delight customers by sharing exclusive Vizer offers during customer service interactions, turning challenges into opportunities.

• Event Marketing: Drive foot traffic to events by promoting Vizer offers with a QR code through event marketing materials and in-person activations.

• Strategic Gifting Initiatives: Encourage gifting of your products by attaching Vizer offer links to gift items, adding value for both the giver and receiver.

• TV Advertisements: Engage viewers further by featuring a Vizer offer QR codes in TV ads, connecting traditional advertising with digital interaction.

• Brand Ambassador Programs: Empower brand ambassadors with personalized Vizer offer links, motivating them to spread the word about your brand.

• Press Features and Collaborations: Maximize press coverage by incorporating Vizer offers by hyperlinking text or adding a CTA button, turning media attention into direct sales opportunities.

• Product Packaging Inserts: Surprise customers with exclusive Vizer offers inside product packaging, driving repeat purchases.

• Sampling Campaigns: Extend the impact of product samples by including Vizer offer links, converting samplers into loyal customers.

• QR Code Integrations: Seamlessly integrate QR codes with Vizer offers into various marketing materials for quick and easy engagement.

• Sales Incentives: Drive in-store and online sales by offering Vizer promotions as incentives for purchases.

• Pinterest Inspirations: Leverage the visual appeal of Pinterest by sharing Vizer offer links on your brand's boards, inspiring users to take action.

Now, for the final four, we turn to you—our dynamic community of shopper marketers!

Share your insights on the channels that are making waves for your brands. Your expertise could shape the future of successful shopper engagement. Let's collaborate for greater success!

In the early 1900s, as C.W. Post witnessed the success of Coke's innovative couponing strategy, he recognized an untapped opportunity in the world of shopper marketing.

Fast forward to today, and if you've ever enjoyed a bowl of Fruity Pebbles, you've savored the fruits of Post's groundbreaking marketing efforts.

Post was a visionary marketer ahead of his time, understanding the pivotal role of market penetration. Within a decade of its launch, his company was investing a staggering $400,000 annually in marketing—a figure unheard of in the CPG landscape of that era.

Inspired by Coke's promotional triumphs, Post decided to embark on a couponing journey of his own. However, instead of offering free products, he introduced a revolutionary concept: a $0.01 discount. In today's economy, this would be similar to a $1 discount off a $9 MSRP.

The results were nothing short of electric. Post not only witnessed success but also intensified his commitment to this strategy, expanding promotional efforts. This move not only solidified his brand's position but also opened doors for other brands to enter the game.

In the early days when only Coke was employing such promotional tactics, it felt like a brand-specific strategy. However, with Post's entrance into the arena, it transformed into an industry-wide opportunity.

Now, in the dynamic world of CPG and shopper marketing, the question lingers: Do you prefer being a first-mover, pioneering new tools, or a second-mover, strategically entering a space once it's established?

As we reflect on Post's journey, we see that innovation in shopper marketing has always been a catalyst for industry-wide transformation. Whether you're pioneering or strategically following suit, the key is staying attuned to the evolving landscape and leveraging tools that resonate with the modern consumer.

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