A global retailer successfully redefines its go-to-market strategy with data-informed personalization

A leading outdoor goods retailer aspired to evolve its marketing strategy. Historically, its strategy had been built around product rather than consumer needs. Executive leadership knew that greater returns could be achieved by a strategic shift toward marketing that was personalized to customer need states.

Big Village was engaged to better understand this retailer’s market – what they cared about, how they shopped, who they were, etc. – with a specific remit to uncover a handful of market segments that were unique from other segments but homogenous unto themselves. To that end, five market segments were uncovered where the needs profile ranged from bargain shoppers to high-performance-minded outdoor enthusiasts.

To ensure these insights were effectively translated to campaigns, Audience Extension was deployed on the five segments to arm the client with:

1. Insights on the media behaviors of each segment that could inform campaign plans
2. Digital expressions of the segments to drive media targeting,
3. Digital twins of each segment to help develop a messaging strategy — without the need for additional research
4. Mapping segments to their customer file to enable sizing and attribution.

The project ultimately redefined the brand’s go-to-market strategy. Rather than targeting the entire market, campaigns were personalized to three of the five market segments. Within 12 months of implementation, the brand saw measurable and meaningful results. Same-store sales were steadily increasing, social media engagement was rising at its highest rate in years, and customer loyalty achieved historical highs.