### Mercadão Overview

Mercadão is a well-established supermarket marketplace in Portugal with an expansive team of personal shoppers ready to fulfill their clients’ orders within 2 hours. Mercadão offers real-time order tracking and operates across local supermarkets to ensure same day deliveries and a swift, personalized customer experience.

### What Mercadão Wanted

Mercadão is constantly on the lookout for creative ways to engage and maximize the efficiency of their paid media and retargeting campaigns aimed at a highly recurring customer base.

Given the fast-paced nature of the supermarket industry and their large volume of customers, the Portuguese marketplace recognized the importance of utilizing their very own first-party data. Mercadão was seeking a way to improve insights to generate bespoke audiences and boost retention performance, particularly on paid media campaigns.

### The Solution

Kevel Audience equipped Mercadão with the right tools to understand and predict their customers’ behavior with unsurpassed granularity. With Kevel Audience, Mercadão can now leverage their first-party data to ship effective audience segments, powered by features like Kevel’s predictive models, proxy segmentation, and RFM mapping.

At the forefront of Mercadão’s priorities was the ability to experiment -- ensuring optimized efficiency and constant improvement. Audience’s features gave Mercadão the freedom to experiment, ultimately leading to Mercadão finding their perfect mix of audiences to deploy.

> “Tapping into our first-party data not only maximizes the efficiency of our paid media efforts aimed at retention but also unlocks a treasure trove of opportunities within our own customer base like granular email marketing which we’re just starting to explore.” - Rafael Costa, Growth & Acquisition Lead, Mercadão

### Mercadão leverages first-party data combined with predictive capabilities and RFM scoring

Currently, Mercadão deploys audiences which include:

- **Long time heavy buyers with less than a configured amount orders**  
  Combining an auto-generated audience using Kevel Audience’s RFM map with a threshold of a particular number of orders completed.
- **Heavy buyers who have churned**  
  This is a ready to use, auto-generated audience using Kevel Audience’s RFM map.
- **Active potential buyers with likelihood to buy score greater than x**  
  A predictive audience using Kevel Audience’s machine learning to score visitors based on purchase intent.

As of June 2023, these are just a few of Mercadão’s top 10 audiences that they’ve employed across retention campaigns in paid media, running on Google Ads -- with great success.

### Kevel Audience helps Mercadão boost revenue

Kevel-powered audiences helped Mercadão:

- Yield **+1,500** more sales across Q1 and Q2
- Boost ROAS by **+83**% more than controlled, “business-as-usual” audiences
- Reduce cost per purchase by **45%**

### Kevel gives you the power to unlock audience insights and make the most of your investments

First-party data is a highly-profitable commodity when used correctly. Protect your investments and maximize your paid for campaigns with Kevel Audience. [Get in touch today](https://www.kevel.com/audience/demo) to learn more.