F&B · On-demand食品饮料 · 即时零售 · 2025
ATLAS FOODS
Made a thin-margin grocery brand profitable on paid by targeting break-even on first order and engineering repeat purchase.通过"首单保本 + 工程化复购"，让一个薄利的生鲜品牌在付费渠道上真正跑出利润。
The challenge挑战
With grocery-thin margins, the first order never paid for itself. Without repeat purchase the math simply did not close, and a geo incrementality test showed retargeting was claiming sales that happened anyway.生鲜毛利极薄，首单永远赚不回成本。没有复购，这笔账根本算不平；而一次地理增量实验显示，再营销把"本来就会发生"的销售算成了自己的功劳。
What we did我们做了什么
- 01
Set acquisition targets to break-even on first order, then made retention the profit engine.把获客目标设为"首单保本"，再把复购作为真正的利润引擎。
- 02
Used geo incrementality to cut the retargeting waste the test exposed and reinvested it in prospecting.用地理增量把实验暴露出的再营销浪费砍掉，并把这笔钱重新投入拉新。
- 03
Layered retail media at the point of purchase to lift basket size and share of shelf.在购买节点叠加零售媒体，提升客单价与货架份额。