Location, Location, Personalisation: Using Scripts To Activate A Local Search Strategy

Spark Foundry

Client: Asda

During a time of high demand, high competition and scarce delivery slot supply, there was an influx of new customers in the Online Groceries market during the pandemic. This initiated a gold rush among the established grocers and emerging express delivery providers looking to capitalise on a rapidly growing market. The result of this was a volatile and increasingly costly landscape as when competition increases, CPCs tend to rise with them.

To retain and acquire customers as efficiently as possible, we opted for a localised strategy underpinned by 2 approaches: Reduce wasted budget from advertising in areas with low slot availability, and cut through in a crowded SERP using localised targeting and messaging.