Omnichannel Strategy Boosts ROAS, Response Rates for Furniture Retailer | Retail
5/9/2025
CHALLENGE
A discount furniture retailer aimed to build on their strong print foundation by adopting a more holistic, omnichannel strategy. They sought to unify and cleanse customer data, analyze it in real time, and activate insights across channels to boost response rates and return on ad spend (ROAS) — all while maintaining cost efficiency.
The company prioritized refining print profiles with predictive modeling, but faced digital budget constraints. Additionally, they sought to improve access to cleansed customer and sales data to better guide targeting across both print and digital tactics.
SOLUTION
A longstanding RRD client, the retailer again entrusted RRD to implement a focused omnichannel strategy that balanced budget constraints with data-driven precision. Key elements of the solution included:
- Audience amplifier: Predictive modeling applied to refine print audience profiles and improve targeting efficiency.
- Connected TV (CTV) activation: An always-on CTV streaming strategy, which enables targeted advertising opportunities by delivering streaming video content via internet-connected devices like smart TVs, streaming media players, or gaming consoles.
- Media execution and matchback analysis: Targeting, placement, and ongoing performance measurement through 1:1 matchback analysis.
- Insight integration: Live data feeds via secure FTP-enabled continuous optimization and direct feedback loops with the client.
RESULTS
Despite a limited digital investment, the client saw clear benefits from RRD's omnichannel strategy and predictive targeting approach:
- CTV performed strongly, delivering:
- Lowest cost per acquisition (CPA)
- Highest ROAS
- Highest spend per household
- Just 9% of the budget generated 18% of total media-influenced revenue
- Solo mail response rate exceeded the average response rate for the furniture category
- Print and digital response rate increased by 11.9% quarter over quarter, validating the omnichannel approach
- ROI was measured through matchback analysis, tying results directly to media exposure