Tyviso helped us place smol in front of high-intent shoppers across trusted retail environments, giving us a scalable way to grow subscriber acquisition beyond traditional paid channels.
smol is a UK-based subscription brand selling concentrated, eco-friendly home essentials. Their products include laundry, dishwasher, and cleaning products delivered directly to consumers’ doors. Built on a model of sustainability and convenience, smol’s proposition resonates with conscious consumers who value both environmental impact and effortless replenishment.
To grow its subscriber base at scale, smol needed a channel that could place its offer in front of high volumes of relevant shoppers without relying on the unpredictability of paid social bidding. Their performance marketing team identified that channel in non-endemic retail media.
The opportunity
Non-endemic retail media advertising places a brand’s offer at premium positions within a partner retailer’s eCommerce experience: on the checkout page, immediately post-purchase, and within loyalty programmes.
smol’s offer was structured to give shoppers a compelling entry point, including a free trial or heavily discounted first delivery, reducing the barrier to subscription sign-up whilst protecting long-term margin through lifetime value.
The approach
Over 12 months, smol ran Gifts and Rewards placements across a curated network of Tyviso’s host partners. Partner selection was driven by audience overlap — shoppers who purchase from utility providers, household brands, and family-oriented retailers share strong behavioural alignment with smol’s subscriber profile.
Placements appeared at three key moments across the Commerce Journey:
- Checkout placement: the offer appeared during the host brand’s checkout flow, reaching shoppers mid-transaction.
- Post-purchase placement: smol’s offer appeared on the thank-you page immediately after a completed transaction, at peak buying intent.
- Loyalty programme placement: smol featured as a reward within partner loyalty hubs, reaching subscribers actively browsing benefits.
Results
Across the 12 months, smol’s non-endemic retail media campaign delivered significant scale alongside strong commercial performance:
A 6% offer conversion rate across double-digit million impressions represents a significant outperformance against standard display advertising benchmarks.
Why The Commerce journey works for eCommerce advertisers
The smol campaign demonstrates three structural advantages of non-endemic retail media advertising over traditional paid channels:
- You reach buyers, not browsers.
Every non-endemic ad impression is served to someone actively completing or having just completed a transaction. This is a categorically higher-intent context than social feeds, display networks, or search results pages.
- The host brand does the endorsing.
A smol offer appearing within recognisable premium brand environments benefits from the trust relationship those brands have built with their customers. The subscriber arrives with pre-existing confidence in the context.
- The cost model removes waste.
Non-edemic ad campaigns on Tyviso operate on a performance basis. Advertisers only pay for verified outcomes, not for views, clicks, or sessions that do not convert. There is no wasted spend on audiences who were never going to buy.
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What this means for advertisers
smol’s results demonstrate what is possible when a subscription brand with a strong offer meets an eCommerce audience that is already in a buying frame of mind.
For eCommerce and subscription advertisers looking to grow beyond the paid social or PPC plateau, non-endemic advertising with Tyviso offers a proven, scalable, and cost-efficient alternative.
Place your brand inside the Commerce Journey
Tyviso’s non-endemic retail media gives advertisers access to curated eCommerce partners, premium checkout placements, and a performance-only cost model.
Speak to the team at Tyviso to find out how your brand can reach the right shoppers at the right moment.
Adrian Vella, CEO at Tyviso said: “The value of the Commerce Journey comes from reaching customers in high-intent environments, where a relevant offer feels timely and is more likely to convert. smol is a strong example of how that model can help advertisers scale efficiently across trusted eCommerce touchpoints.”
Transcript
There is always, month on month, a steady stream of new customers coming in. Having consistent performance makes very clear how strong a channel can be. You can drive a one-off spike anywhere, but the constant stream is where the magic really lies.
