Case Study

How a New Strategy and Advanced Targeting Drove Back-to-School Traffic

Increase in Foot Traffic

23%

Learn more

Summary

Back-to-School Breakthrough

Despite a brick-and-mortar rebound, this well-known outlet mall struggled to capture an uptick in retailer store visits.

sg360° identified two niche audiences to target with direct mail and increased foot traffic by 23%.

The Challenge

Despite a nationwide increase in brick-and-mortar shopping, the outlet mall faced persistent challenges in boosting retailer store visits. Several key barriers limited their ability to capitalize on renewed consumer interest…

Inefficient Marketing Mix
Heavy reliance on traditional and digital channels led to fragmented campaigns, inflated media spend, and underwhelming performance outcomes.
Missed Moments of Engagement
Campaign timing failed to align with peak retail windows and critical consumer life stage triggers, resulting in missed opportunities to drive visits and convert interest into in-store traffic.
Limited Audience Precision
Without the data or tools to identify and target high-intent prospects, the mall struggled to expand reach or attract the quality traffic needed to fuel growth.

Course of Action

Precision Targeting Meets Seamless Execution

To help the outlet mall overcome stagnant store traffic, sg360° deployed a multi-pronged solution grounded in data science, geographic intelligence, and flawless production execution.

Audience Discovery Through Analytics

Leveraging our proprietary data stack, we identified a high-opportunity segment: parents of school-aged children, despite limitations in publicly available indicators. Our models blended behavioral, life stage, and self-reported data to predict parental status at the household level with high confidence.

Refined Retail Targeting

We layered in retail affinity indicators to pinpoint shoppers with a known preference for premium brands, ensuring each message aligned with the merchandise mix at individual outlet retailers.

Hyperlocal Geo-Targeting

Rather than using a one-size-fits-all radius, we customized drive-time zones for each outlet center. These proximity-based selections prioritized real-world travel behavior, increasing the relevance of each campaign touchpoint.

High-Impact Print Production

To deliver the message with precision, sg360° produced a 20-market, 4-panel self-mailer with dynamic personalization. The campaign hit mailboxes ahead of the critical 7/30 back-to-school deadline, was delivered on budget, and achieved a 98.8% deliverability rate, ensuring the right message reached the right households at the right time.

Results

Exceeded Expectations

23% increase in foot traffic

The Back-to-School campaign demonstrated a dramatic lift in retail foot traffic.

sg360° named agency of record

Mall marketers now recognize the viability of highly targeted data and direct mail’s impact.

New strategy implemented

The mall is now implementing sg360°’s New Movers strategy and engaging us for execution.

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