case study / Retail
Multichannel Campaign Drives 41.2% YOY Growth and 16.57% CTR
A large brick-and-mortar retailer sought to reimagine its data-driven marketing strategies to take advantage of the holiday season and expand its reach to attract new customers.
Objective
To increase both foot traffic and website visits during the key holiday shopping period, the retailer partnered with Stirista. While already active in linear TV and social media advertising on platforms like Instagram and Facebook, the retailer wanted to drive incremental, attributable sales and improve engagement and ROI.
Solutions
CTV expanded the retailer’s reach beyond traditional linear TV audiences by targeting previously untapped cord-cutters in a valuable age group. To stay top of mind and drive engagement, we supported CTV efforts with display ads and multi-touch email campaigns. The “Always On” strategy gave the campaign more opportunities to connect with high-quality, engaged prospects.
We started by analyzing the retailer’s buyer personas and onboarding their customer list to validate and refine those profiles. We then determined how those personas could be made targetable for activation.
Next, we used deceased scrubbing, U.S. Postal data, email validation, DSP targeting, and multicultural and ethnicity-based segmentation to build lookalike audiences. We also captured website visitors and foot traffic audiences for nurturing and retargeting. This allowed us to build customer targeting segments that could be reused across campaigns, including monthly emails based on updated site traffic to reduce ad fatigue and overexposure.
This strategy ensured frequent brand touches, helping keep products and messaging top of mind with the right audience.
Results
The national retailer saw strong growth in new customers across online and offline purchases during holiday peaks. All growth was directly attributed to campaign activity. Using Stirista’s OMNA Identity Graph and first-party data, we created a target audience that mirrored the retailer’s best customers while excluding current ones.
With the help of DSP+, OMNA, and Stirista’s fully addressable media channels, the campaign achieved:
• 41.2% year-over-year growth
• 16.57% click-through rate
We also recorded greater lift in both foot traffic and search trends compared to competitors during the campaign period.
Stirista supports retailers with a complete data and media measurement solution that delivers results across online and offline goals, along with transparency, accountability, and expert support.
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