Case Study

Making More Happen with Digital Marketing

80%

match rate
over 90 days

6:1

incremental return
on ad spend

9%

incremental
revenue lift


Staples needed a partner that could speak to its customers with great
accuracy and deeply personalized messages, with closed-loop
reporting for online and offline sales. And Conversant fit the bill.


The Challenge

  • Difficulty recognizing their offline buyers online.
  • Lack of customer-centric targeting.
  • Inaccuracies at reaching customers across their devices.
  • Messaging based only on recent site visits, without considering each customer’s historical data and buying preferences.
  • Measurement based on clicks, with no way to connect offline sales to online campaigns.
  • Incomplete campaign analytics and limited actionable insights.

It was time to upgrade from fragmented vendors to a partner that could
efficiently manage their full program, end to end.

Our Solution

By reaching Staples’ active customers (online and offline) and site visitors with unique, personalized messaging, we drove incremental traffic and revenue, online and in-store.

Our deep understanding of each customer also allowed us to cross-sell into some of Staples’ key growth and sales-driving categories.

Staples could see all the results for themselves, with the transparent measurement we provided on performance. We also included detailed revenue reports, so Staples and their partners could efficiently drive future success across their vendor programs.

"Conversant’s solution was just what we needed to connect and stay connected with our customers, and make the most out of our relationships with them."


–Jay Poropatich, Sr. Director of Digital Marketing at Staples

The Results

Through our personalized messaging, we drove a 9% incremental revenue lift across Staples’ active buyers, generating a 6:1 incremental return on ad spend (both online and offline sales). These results could be validated with test-and-control measurement.

Among the numbers we’ve driven:

80%
OF STAPLES’ BUYERS MATCHED, COMPARED TO PREVIOUS VENDORS’ 40%
9%
INCREMENTAL REVENUE LIFT
22%
INCREMENTAL REVENUE LIFT AMONG LAPSED SITE VISITORS