Making More Happen with Digital Marketing
Staples sums up its customer experience in one phrase: “make more happen.” And that’s exactly what they needed to do with their digital marketing. By using a fragmented approach (working with separate DMP, DSP and data-onboarding vendors), Staples was running into lots of issues:
With our unprecedented amount of highly accurate online and offline consumer data, Conversant doesn’t need to rely on just the data from someone’s last cookie. We always speak to consumers as individuals, personalizing the messaging across all their (average 3.4) devices.
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.
–Jay Poropatich, Sr. Director of Digital Marketing at Staples
Our success started at the top of the chain. Over 90 days, we matched 80% of Staples’ customers to online profiles in our pool of 160 million customers.
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.