The Client: Specialty outdoor lifestyle retailer with 80 stores and $300m in annual sales.
The Challenge: After years of stagnant sales due to a shift in their apparel assortment strategy, the Client was seeking new growth opportunities.
Key Opportunities: Improve efficiency of business, Generate new revenue streams
Our Approach/Findings:
We worked with the company’s family owners and key members of their operation teams to analyze the current state of their marketing efforts.
- We discovered that marketing functions executed in silos across channels
- We focused their strategy on a uniform and consistent approach to messaging and a process for campaign execution and performance management
- We identified opportunities to improve marketing performance focused on utilizing the speed to market of digital channels
Achievements:
- Increased YoY retail store sales by 12% and e-commerce sales by 38% (YoY)
- Launched their first omni-channel Father’s Day marketing campaign for the brand, which was a strong driver of this sales growth
- Utilized new cross-functional planning process across marketing and store operations, creating uniform seasonal messaging across marketing channels
