The Challenge
Best&Less is an Australian retailer with strong brand equity and a large national store footprint. Despite this, the business recognized it was underinvesting in media relative to competitors – but lacked the confidence to scale without clear evidence of media’s true incremental impact across both eCommerce and in-store sales. Traditional attribution approaches couldn’t reliably separate demand capture from genuine growth, leaving investment decisions layered in uncertainty.
The Approach
Best&Less partnered with Incubeta to develop a measurement roadmap focused on validating media incrementality and uncovering profitable growth opportunities. Through GeoLift experimentation, strong media profitability was confirmed, delivering a 6.8 iROAS at current investment levels. We then reran the experiment at 2x spend, achieving an even stronger 8.9 iROAS – highlighting substantial headroom to scale investment efficiently without hitting diminishing returns.
These experiments formed the foundation for ongoing investment testing, with Media Mix Modeling later introduced to optimize channel allocation and keep spend within profitability guardrails.
«For the first time, we had clear evidence that our media spend was driving real growth, not just capturing existing demand – giving us the foundation and confidence to scale profitably.» – Kerry Scotney – Head of Online at Best&Less.
The Outcome
- 6.8 iROAS at existing investment levels
- 8.9 iROAS increased at 2x media investment
Proven headroom to scale media profitably:
- Established an always-on measurement framework to guide investment decisions and maximise incremental growth
