Arc Worldwide selects ABCS as its Canadian sales lift measurement partner
We’ve been waiting a while to say this out loud: Arc Worldwide, the creative commerce engine within Publicis Commerce, is bringing ABCS sales lift measurement to its Canadian portfolio.
Arc’s standard for shopper insight is famously high. Rylee Wormington, who leads Commerce Experience there, said: “Precision is the bar at Arc — every shopper, every moment, every dollar.” Her team went looking for measurement to match: granular enough to inform real decisions, broad enough to read across categories and retailers, and independent enough, in her words, “to keep our clients in the driver’s seat.”
ABCS was built for this!
Why Canada, why now?
What makes the Canadian market interesting is that a handful of retailers hold most of it, retail media spend keeps climbing, and yet the reporting brands get back is still mostly impressions and clicks. If you can’t see lift by retailer in a market this concentrated, what are you actually seeing, anyway?
What an ABCS sales lift report shows
Here’s an example of what Arc clients are seeing. Numbers are illustrative, mocked up to show the shape of a study.
Look at the retailer split. Same campaign, same creative, and one banner more than doubled the other. The benchmark matters too. A 4.2% lift doesn’t mean much on its own until you know the Canadian category norm is 2.6%. This campaign beat the norm and grew the brand’s household base.
All of this comes back at the household level, retailer by retailer, or overall campaign level. And because the method is consistent across categories, this campaign can be read against the next one on the same scale.
As Jerome Shimizu, ABCS CEO and founder, put it: “We’re proud to support Arc’s Canadian work and the brands they make irresistible.”
What’s next?
More to come as the work rolls out. If you’re curious what a lift study would show for your categories, we’re easy to find at marketing@abcsinsights.com.