Decathlon
Halving the cost per install, and driving purchases after it
Multichannel strategy, creative testing and audience activation for the Decathlon Shopping app in France: the acquisition cost falls by half, and the 30-day average basket grows.
The context
The Decathlon Shopping app is a sales channel in its own right, not an extension of the website: it carries the order, the basket and the relationship with a customer who has already been acquired.
The objective was twofold, and set on a single market, France, on Android: drive downloads, and drive a first purchase.
The question: how do you lower the cost of an install without eroding what the user brings in afterwards?
What we did
A multichannel strategy, rather than a single channel pushed to the limit.
Several levers optimised continuously, two of them central: creative testing, to find the creatives that drive installs but also purchases, and audience activation, to focus delivery where the return is highest.
Steering is based on return on investment, not on install volume, which explains why the three indicators move together.
Results
The cost per install is halved, and what each new user brings in rises: the average basket goes up, the cost of acquiring a purchase comes down.
- Acquisition steered on purchases, not on installs alone.
- Continuous creative testing and audience activation, across several channels at once.
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