Enhancing Retail Performance with Targeted Omnichannel Strategies
Client Snapshot:
A nationally recognized skincare retailer was experiencing uneven store performance across regions. Certain locations consistently underperformed, and leadership sought a smarter, more efficient way to drive local growth—without inflating the marketing budget.
Challenge:
The brand needed to activate underperforming store markets using more effective and precise marketing strategies. Traditional campaigns lacked targeting depth, and prior efforts had not produced meaningful improvements in traffic or sales.
Our Approach:
We partnered to design a data-driven omnichannel strategy that prioritized high-value customer potential within specific geographies. The goal was to deliver the right message to the right audience—at the local level—with measurable impact.
We began by analyzing historical sales data to identify top-spending customers across regions. From these insights, we developed predictive lookalike models to identify similar high-potential prospects surrounding underperforming store locations.
Using a unified customer view, we tailored creative messaging and channel selection based on behavioral and demographic cues, ensuring the content would resonate with each audience. Channels included a coordinated blend of direct mail, email, digital display, and social media—each selected based on customer engagement preferences.
Results:
The campaign generated a marked increase in foot traffic to targeted store locations.
The initiative delivered a 10 percent increase in average order value and doubled the response rate compared to previous efforts.
Additionally, the brand expanded its marketable database fivefold, enhancing its ability to scale future campaigns with precision and efficiency.
Future Directions:
With success in the initial rollout, the retailer is refining its segmentation and predictive modeling techniques to replicate this strategy across other underperforming regions—focusing on sustained local activation and long-term customer value.
The Takeaway:
This case highlights how an intelligent, omnichannel strategy—rooted in customer insight—can transform localized retail performance. By combining data science, targeted messaging, and coordinated activation, the brand didn’t just drive short-term results—it laid the groundwork for scalable, data-driven growth.