Over Stock | Asset Conversion
Full-funnel Roundel campaigns using Target’s shopper data.
Driving In-Store Sales Lift for CleanWave with Roundel
- Background
A retail brand was facing a common issue: a surplus of holiday inventory after the season ends. Tying up capital and warehouse space.
- Challenge
The company needs to boost its marketing to drive sales and reduce its inventory, but its advertising budget is limited.
- Solution
Inventory Valuation: The company engaged ShopLIFT media, to provide full market value.
Credit Exchange: ShopLIFT purchased the the inventory at full retail value for media credit, allowing them to purchase additional marketing during the QTR.
Media Planning: ShopLIFT and the retail brand developed a full funnel media plan. Securing premium retail media placements on several retail media networks.
- Outcome
Increased Media Budget: The brand gained a substantial retail media budget , allowing them to increase advertising.
Reduced Overhead: The company cleared out excess inventory, reduced warehouse cost and creating space for new products.
Brand Protection: Liquidating through a closed B2B barter network rather than a public “fire sale,” the retail brand protects its brand image and the market value of its products.
Execution
Week 1–2
Audience modeling using Roundel segments.
Week 3–6
Creative variations for Sponsored Listings and managed display.
Month 2
Offsite programmatic for upper-funnel awareness, shifting to in-store conversion tactics near promos.
Ongoing
Post-campaign analysis to correlate ad exposure with in-store sales lift.
- Results
CleanWave achieved a 38% increase in in-store sales, a 24% boost in campaign reach, and a 29% improvement in ROAS within the first campaign cycle.
- Key Takeaways
Roundel’s shopper data makes message personalization effective.
Cross-channel sequencing moves shoppers from awareness to purchase.
Measuring in-store lift is essential for retail ROI.
