Migrol
New customer acquisition and sustainable sales growth among existing heating oil customers through efficient retargeting
Challenge
Migrol AG is a leading company in the Swiss energy services market and, as part of the Migros Group, focuses on thermal energy, mobility, and electromobility. It supplies over 100,000 customers throughout Switzerland with heating oil and wood pellets. The main challenge is to attract new customers for heating oil, retain existing customers in the long term, and ensure long-term sales growth through continuous conversions.
Solution
The setup clearly distinguishes between prospecting, for acquiring new customers, and retargeting, for specifically re-addressing interested users. In prospecting, people aged 35 and over throughout Switzerland are addressed based on their interests and relevant search and usage behavior, with language targeting in German, French, and Italian. Retargeting involves a tiered approach that is reinforced by targeted incentives the closer the potential customer is to placing an order. The display channel is used programmatically to enable cost-efficient control along the entire marketing funnel through granular targeting, real-time optimizations, and high transparency.
Outcome
The combination of prospecting and retargeting with discount levels proved to be particularly effective. Regular performance analyses at placement and target group level contributed significantly to increased efficiency and ensured an average CTR of 0.57% in Q4. In particular, the ROAS of 87 illustrates the strong performance of the last quarter of 2025.
