Serving up Segmentation Success

Client: Gousto

As the recipe box category became increasingly driven by price and promotional messaging, Gousto faced a structural challenge. While value-led acquisition continued to drive scale, retention beyond the early lifecycle emerged as the key constraint on maximising lifetime value.

Analysis revealed a clear pattern: Gousto’s highest Lifetime Value customers skewed toward higher household income groups and were more aligned with the brand’s values of quality, exploration and convenience. The challenge was not pure reach, but identifying and attracting higher-value customers. Using the7stars’ proprietary data platform, Gravity Connect, we built a bespoke geo-behavioural segmentation engineered for activation, not just insight. It would allow consistent audience targeting across platforms, removing the traditional disconnect between planning and buying audiences. The proof was in the pudding; incrementality measurement proved Gravity Connect segmentation delivered a 4.9% conversion rate uplift vs BAU targeting, leading to 2% increase in 8-week order volume and an incremental ROI of £1.15. Proving that bespoke data-driven audience solutions can outperform volume-driven acquisition.