Case Study: Delhaize Group achieves automated, accurate test-and-control insights on promotion lift with Alteryx

Delhaize Group - Customer Case Study

Delhaize America’s Shopper Insights team tested the effectiveness of Food Lion’s $1.5M/week Sunday flyer by running a controlled experiment in which a representative test market did not receive the flyer. The challenge was to accurately measure the flyer’s sales impact while controlling for store volatility, competitive events and regional differences.

The team built an Alteryx-based test-and-control workflow to exclude volatile stores, match test and control stores on sales and unit movement (and other metrics), run the analysis and generate per-store reports. Results showed removing the flyer reduced sales by an average 1.5% (about $2.7K per store/week), highly significant (p=0.001); by region the impacts were rural −2.8% (~$5.2K), suburban −0.9% (~$1.4K) and urban −0.3% (~$0.5K), leading to the recommendation to retain the flyer in rural and suburban stores and discontinue it in urban areas.

Delhaize Group