Case Study: High-End Retailer
Driving Growth in Established & New Markets with Smarter Catalog Targeting
The Goal & The Obstacle
A high-end retailer wanted to improve catalog ROI across both existing store markets and new market expansions. While catalogs remained a vital driver of customer engagement, past campaigns lacked precision in targeting, and results varied significantly by location. The retailer also faced the challenge of entering new markets without a physical store presence, where campaigns historically underperform. They needed a way to both identify high-value customers and prospects and continuously optimize performance across varied markets.
The Plan
AMP built a MicroModeling® report for each of the retailer’s stores and markets, separating the audience into two primary segments: House Records (existing customers mostly to purchase again) and Modeled Prospects (high-value prospects most likely to convert). In addition to market-level targeting, AMP implemented ongoing performance tracking to monitor results over time and shift marketing support accordingly. This approach was especially valuable in new, non-store markets, where careful modeling and adjustment allowed AMP to accelerate response rates beyond expected levels. AMP also analyzed product-level trends and regional differences, giving the retailer not only a campaign readout but also insights into how customers in different markets were engaging with their assortment.
The Results
New Markets outperformed expectations: historically, non-store markets underperform compared to store markets, but this campaign achieved a ~20% higher response rate in new markets thanks to AMP’s modeling and performance-based adjustments. This trend reinforces the retailer’s ability to profitably expand their footprint in markets where they have no physical presence.
- 4.2+ million in revenue
- 26% YoY lift in House Records
- 39% YoY lift in Prospects
- ~20% stronger response in New Markets vs. Store Markets
