Converto helps TopCC achieve a tenfold increase in conversions using Decentriq

For businesses without online stores, driving foot traffic to physical locations presents a unique challenge. Gossau-based Swiss wholesaler TopCC, which operates 11 Cash & Carry markets in the German-speaking region of Switzerland, faced this exact issue.

With an extensive range of around 30,000 items in each store, specialty wine and butcher’s departments, as well as tasting facilities, TopCC’s customer offering takes place within the market itself.

To boost revenue, the wholesaler wanted to launch a campaign to increase store visits and reactivate inactive customers while staying top-of-mind for existing patrons.

With a wealth of customer data stored in their CRM system, TopCC needed a secure and effective way to use this data for targeted advertising. Traditional methods struggled to achieve the desired level of personalization, impact, and privacy guarantees the wholesaler was seeking.

TopCC’s agency Converto AG advocated for use of Decentriq’s data clean room (DCR) technology to meet the needs of this campaign. As a privacy-first DCR, Decentriq enabled TopCC to create precise audience segments from their first-party data while ensuring they retained complete control over it. Decentriq allowed TopCC to securely combine their internal CRM data with publisher datasets for a tailored advertising approach — but with neither publisher nor brand able to view the raw data of the other.

Five customer segments were created within the clean room:

• Customers in waiting (requested loyalty cards but made no purchases)
• Customers without recent purchases (loyalty cardholders inactive since 2024)
• Active customers (regular buyers since 2024)
• Top customers (high-frequency, loyal shoppers)
• Sleepers: Customers marked for deletion (last sales in 2021 or earlier)

This segmentation allowed TopCC to craft and deliver personalized display banners and video ads across premium Swiss websites. Weekly campaigns highlighted TopCC’s "Weekly Hits" promotions, aligning product offerings with segmented customer needs.

With Decentriq’s unique lookalike modeling feature, TopCC expanded their reach by targeting individuals with similar behaviors who weren’t already in their database. This innovative approach amplified their impact beyond direct reactivations, maximizing their campaign reach and effectiveness.

To ensure data security and regulatory compliance, customer segmentation and targeting were performed entirely within the clean room. Ad targeting was anonymous, protecting user privacy while enabling precise delivery.

With Converto’s support, TopCC ran the above-outlined campaign for approximately one month, achieving the following results related to their goals:

• Return of inactive customers: Segmentation made it possible to successfully motivate customers to buy again after a long period of inactivity. In this group, around 1,800 customers returned to TopCC. This success was also achieved thanks to first-party technology.
• Turnover with inactive customers: Within 6 weeks of display advertising, a 6-digit turnover was generated, which equates to an ROI of 3.5.
• Securing sales with good customers: A high frequency was observed within the pilot among TopCC customers. This was almost 6% higher than the average.

The pilot campaign highlighted the transformative potential of data clean rooms in combining privacy-compliant targeting with impactful business results, paving the way for a more strategic and data-driven approach to retail advertising.