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Mom-Focused Audiences: Large National Retailer Redefines Customer Acquisition Marketing

Digital and Offline Success Combined

The Challenge: This large, national retailer sought to increase online membership registrations through its website. The brand also wanted to raise awareness and excitement about new warehouse club locations, with the goal of increasing foot traffic and offline sales at these new locations.

Our Response: Acxiom strategists fueled the retailer’s customer acquisition efforts using newly defined core segments and geo-fencing around three new markets. The Data Guru audience recommendations included:

  • Age, gender and presence of children
  • Acxiom predictive models
  • GfK MRI attitudinal and brand affinities

The Impact: The retailer was very satisfied, with 75 new membership registrations during its two-week campaign and a click-through rate 2.5x higher than the industry standard, driving the highest level of awareness in the campaign.