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
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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