MAXIMIZE YOUR ROUNDEL SPEND WITH DIGITS’ TOP 3 TIPS FOR 2024
If you’re a vendor investing in Target’s Roundel, you’re on the right track, but are you maximizing your investment? The truth is, that many vendors fall short in leveraging Roundel to its full potential. Lucky for you, DIGITS has an expert team dedicated to optimizing Roundel campaigns, and we’re here to share our top three tips for 2024.
1. RIGHT SIZE YOUR INVESTMENTS
A. DON’T OVERCOMMIT
Many Roundel campaigns start on the wrong foot due to excessive investments. Shopper marketers often pour too much money in, setting themselves up for disappointment.
B. STICK TO YOUR INVESTMENT RATEAt DIGITS, we calculate an upfront investment rate and adhere strictly to it. Case in point, a client investing 25% of weekly sales into Roundel experienced frustration with low efficiency. Smart marketers cap their investment at 10%, preferably in the mid-single digits of their sales.
C. ACHIEVABLE GOALS
Setting realistic goals is crucial to aligning goals with results of a campaign. If aiming for a high ROAS, low and slow is more efficient. Conversely, if you aim for a 150% I-ROAS and a 400% Attributed ROAS with a 25% investment, it’s an uphill battle. Retail Media doesn’t often yield immediate spike lifts; that’s where Circle comes in (see tip #3).
2. BE A KIOSK EXPERT
A. HARNESS SELF-SERVICE DATA
Target’s self-service data tool, Kiosk, provides invaluable insights. Impressions, clicks, attributed sales, and more are at your fingertips.
B. TAKE CONTROL OF DATA
Don’t wait for Roundel to grade itself. Dive into Kiosk weekly or daily to track progress, analyze results, and push for changes during or after campaigns. If data analysis isn’t your forte, DIGITS is launching a Kiosk support service to meet your needs!
3. PICK THE RIGHT RETAIL MEDIA CHANNEL
A. EXPLORE BEYOND ROUNDEL
While Roundel commands most investments at Target, don’t overlook promotions and search. Circle and Paid Search often deliver superior lift and ROI at Target.
B. MAXIMIZE VENDOR-DRIVEN VEHICLES
Circle excels at immediate trial drivers, while Search delivers a high ROAS with controllable costs. Before diving into a Roundel managed service campaign, ensure you’ve tapped into these high-return vendor owned channels.
In conclusion, your Roundel investment holds immense potential. With DIGITS’ expert guidance, 2024 can be the year you maximize returns and achieve retail media success!
Dave Glaza, Founder & CEO of DIGITS , remains committed to bringing digital capabilities to physical stores! Join us in this quest for omnichannel marketing on LinkedIn:
https://www.linkedin.com/in/davidglaza/
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