Client
Leading fashion retailer
Business objective
Our client is a leading fashion retailer with both online and brick & mortar stores
The client was looking to optimize the marketing mix plan, in order to answer questions such as:
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How effective is the current marketing spend?
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Which categories should get more marketing dollars?
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Which channels are the most effective and the most efficient?
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Which are the oversaturation points?
Benefits & outcomes of our engagement
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SGA’s price and promotion analysis helped identify geographic pockets where the brand had low price-elasticity and delivered c.10% cost savings on the price-off promotion budget
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We integrated sentiment score track as part of the MMM model to determine the impact of online engagements / posts as a driver of brand sales
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Digital media campaigns / initiatives delivered ROI of 1.5+. During the next fiscal, the client’s marketing teams enhanced their annual spend by c. 5%-10% to benefit from the ROI jump
SGA approach
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SGA’s team had multiple initial conversations with the client’s teams (both online and stores) to understand the intricacies of their business
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We used a mix of traditional and unconventional techniques to deliver a seamless marketing mix plan
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We leveraged a broad range of data sources including client’s internal sales data, salesforce data, campaign measurement data, client’s agency data (media agency, research agency partners, etc.)
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Following are the parameters we assessed:
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Traditional media spends and impressions
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Digital media spends and impressions
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Campaign data
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Price and promotion calendar-based activity trends
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Sales history (Store * SKU-wise)
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Assortment range
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Nielsen Retail Audit Index (Competition performance)
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Trade promotions
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E-commerce buying & spends data
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Brand track (consumer preference, brand equity)
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In-store elements (BTL spends, retailer schemes, etc.)
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Sentiment track / digital voice of customer track
