Case Study: Countdown achieves 70% improvement in Facebook match rate and higher RoAS with Tealium CDP

Countdown future-proofs data ambitions with Tealium CDP

Countdown, a leading New Zealand supermarket chain, set out to scale insight-led, customer-centric growth but found its existing martech tools lacked the versatility, agility and scalability needed to drive a new era of retail CX innovation and operational transformation.

Partnering with Tealium to deploy a customer data platform, Countdown unified its data foundation, enabled real-time personalization and eliminated integration overheads. Quick-win use cases (banner and app install suppression, targeted paid-media exclusions and ranked specials) demonstrated value, and implementing Meta’s Conversions API boosted first-party targeting—improving Facebook match rates by 70%—which increased conversions, RoAS and overall bottom-line growth while laying the groundwork for future loyalty enhancements.

Countdown

Mark Wolfenden

Digital & Loyalty Director