Revenue Recovery Automation
Household appliance brand short-circuits product shortages to recover over $2M from Amazon
Eggland’s Best: Cracking the code to incremental sales
September 24, 2024
How Eggland’s Best achieved double-digit growth in online unit sales
THE CUSTOMER
Eggland’s Best
Eggland’s Best is America’s #1 egg brand, delivering farmfresh better tasting, better nutrition eggs to consumers across the US for more than three decades. The brand’s eggs have been the recipient of more than 100 awards and honors for superior taste, nutrition, freshness, and variety.
THE CHALLENGE
Standing out in a tightly packed marketplace
In a competitive, low-cost commodity market, Eggland’s Best needed to differentiate its product while navigating the complexity of selling everywhere from local grocery stores to national chains. Additionally, the brand lacked the deep insights necessary to optimize performance and advertising investments across retail media platforms in real time. But tight budget constraints due to the cost of eggs and the need to move more units without overspending on consumer acquisition costs required a new commerce strategy to drive digital sales in pickup and delivery online while lifting in-store sales, too.
THE SOLUTION
Winning over new egg-lovers with Retail Media Management
Eggland’s Best partnered with CommerceIQ to implement an AI-powered strategy at one of its largest national retailers. Together, they addressed significant price gaps and the need to reacquire previous
consumers—as well as overcome challenges in acquiring new-to-brand buyers. With Retail Media Management in place, the brand targeted consumers who were open to upgrading their egg choices, using insights like search behavior and shopping patterns to optimize marketing efforts.
Eggland’s Best also worked with CommerceIQ to refine its advertising bid structures and keyword strategies, shifting retail media investments from basic terms like “brown eggs” or “white eggs” to more detailed ones involving specific nutrients and cooking behaviors.
This approach, guided by both incremental return on ad spend (iROAS) and traditional ROAS metrics, led to performance improvements and noticeable unit growth at the retailer—particularly by attracting
consumers who hadn’t previously purchased their products online to create incremental sales. And, the strategy has been expanded into thousands of digital points of distribution across retail partners.
The RESULTS
Breaking into new markets with data-driven insights
Eggland’s Best improved keyword targeting, optimized ad spend, and expanded reach across both national and regional retailers. With Retail Media Management and iROAS strategies in place, the brand saw significant growth in household penetration and unit sales, demonstrating the effectiveness of a tailored, data-driven approach to ecommerce marketing—helping to put more-than ordinary eggs in more fridges across America.
- Increased ad spend efficiency
- Up to 33% increase in new customer engagement
- High single-digit ROAS
- Double-digit growth in online unit sales
- Return to growth in online and in-store sales
