DELIVERED +100% DIGITAL SALES GROWTH AND DROVE A CUSTOMER FILE INCREASE OF 25PPS ABOVE TREND

Background:  

When COVID-19 forced us to close 1,200 stores in early 2020, our digital channels needed to work harder than ever. We dove into our first and third-party data, studying customer behavior online. Armed with these insights, we doubled down on proven digital marketing tactics while testing new publishers and approaches. Measuring against: incremental sales, new customer acquisition, and optimal reac/frequency. It was about being smart with our spend while staying nimble enough to chase what worked.

Challenge: 

Aggressively drove digital channel in Spring of 2020 to offset sales and customer losses suffered because of mall closures.

Solution: Develop a digital communication strategy leveraging first/third party data to support efficient traffic and sales growth while retaining agility and cash flow.

•  Pursued a digital approach that fully leveraged tried and true marketing tactics while layering in new tactics/publishers

• Deployed an aggressive testing agenda supporting KPIs relating to incremental sales, new to file performance, diminishing returns, and driver scalability, reach and frequency

Results:

• Incremental ROAS remained consistent; with increased investment ~125%

• Site traffic +175% to trend and +200% to YoY

• Drove an increase of 10% in new to file customers

• The following were learnings from the testing:

  • CPMs for Facebook &Instagram were reduced ~95% when run together

  • Paid Search and Paid Social had not yet reached diminishing returns

  • Video channels were productive drivers of new to file