As part of the company’s stated mission to help retailers drive incremental sales and new customer acquisition, Ibotta — a mobile shopping app that pays consumers cash back on their everyday purchases — announced on Wednesday the launch of Dynamic Segmentation.
This capability allows marketers to leverage their Customer Relationship Management (CRM) data to intelligently create segmented campaigns by delivering personalized media content and rebates based entirely on a consumer’s relative brand loyalty.
What’s more, Ibotta is partnering with LiveRamp, a leading provider of data connectivity and onboarding services, to further enhance its Dynamic Segmentation offering.
Ibotta’s 100 percent logged-in mobile platform allows retailers to ensure that each consumer is exposed to a unique offer and branded interaction that’s relevant to their prior purchase behavior. For example, retailers can show a loyal customer a more modest rebate and reserve the most compelling offers to entice new customers. Variable cost structures ensure that retailers’ marketing dollars are allocated towards promotions that support their primary acquisition objective, while still driving incremental trips and higher average basket sizes across loyal and occasional shoppers.
“We understand the importance of customer acquisition to our retail partners and know that they’re looking to partner with digital platforms that can support their strategic priorities,” said Bryan Leach, CEO of Ibotta. “Unlike other third party rebate or couponing apps, Ibotta helps retailers be smarter about their spending. This partnership further allows them to move away from a one-size-fits-all marketing approach and ensure that the appropriate amount of spend is allocated to new customer acquisition.”
Ibotta says it can easily ingest retailers’ CRM segments directly from LiveRamp to determine which Ibotta users should see which offers and media content. The data matching process requires minimal setup, and data is continuously updated in real-time as customer segments evolve.
“Retailers are increasingly focused on using technologies that can help them acquire new customers and measure incrementality,” adds Travis May, president and GM of LiveRamp. “Through our partnership with Ibotta, we look forward to helping retailers get the most out of their CRM data and drive truly incremental sales.”