BACK TO CASE STUDIES
MSO Sees Double-Digit Return Through Omnichannel Media Mix
“Activating an omnichannel campaign with Surfside allowed us to successfully convert a surge of first time purchasers into repeat customers. We tripled our total return on investment, surpassing our target benchmark goal, while comprehensive data provided by Surfside equipped us with invaluable insights as we look to replicate a full-funnel approach across our nationwide footprint.”
Challenge
An MSO sought unique opportunities to expand the market share across their retail footprint amongst rising levels of competition. During a year of unprecedented market maturation, capturing shoppers of competitors while also building loyalty and increasing purchase frequency among their existing customer base was essential to their growth.
Results
The MSO partnered with Surfside to execute a personalized, full-funnel media strategy that drove new customer acquisition and online sales lift.
Through Surfside’s Audience Builder, the MSO developed custom prospecting and retention segments combining first party CRM and ecommerce data with Surfside’s proprietary cannabis consumer datasets. Audiences were strategically activated across digital channels while sequence and frequency were optimized in order to maximize reach and sales.
All media channels, including a number of direct publisher activations, were measured back to online sales, revenue, and lift using Surfside’s multi-touch attribution model. Data was analyzed to understand the impact of each channel on the path-to-purchase and ultimately validated the efficacy of a top-down strategy in streamlining conversion.