Online to Offline Optimization

American Workwear Clothing Retailer

Incorporated local store presence into search strategy to drive in-store visits and optimize total Enterprise Marketing Return

Scope

Paid Digital Media

Opportunity

A fast-growing apparel retailer, selling through ecommerce and brick and mortar stores has been running their national media through Ovative for the last 5 years. As their store footprint continues to expand, we apply local strategies to maximize total enterprise (online + in-store) sales.

Impact

  • +6% enterprise sales
  • +2% improvement in ROAS

Approach

1. Restructured all paid media accounts by DMA-type. This included competitive DMAs with 1+ stores open for 15+ months, new store DMAs, and no-store DMAs​.

2. Developed supporting reporting at the DMA-level to identify insights and trends, resulting in test identification, goals, media mix, and tactics differ by DMA-type. ​

3. Leveraging bid optimizations and 3rd party tech to maximize revenue against geo-specific goals. Evolved optimization tactics to target maximizing customer LTV and margin in addition to top line revenue.

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