How a Craft & Home Décor Store Expanded Reach to Drive In-Store Shopping

As retailers prepared for the 2022 holiday season, it was imperative to find ways to bring shoppers into stores. Consumers continued to feel the pinch of inflation; lingering supply chain issues slowed the speed of inventory hitting the shelves for some while others struggled with inventory pile-ups. So, how could retailers tackle these challenges and drive revenue during this critical shopping period? Cross-screen TV presented the opportunity to reach a broad audience through broadcast and cable while targeting highly specific consumers through CTV. Learn how this craft and home décor store took its holiday campaign from a gloomy Grinch to a sensational snowman with Cadent’s TV advertising solutions.   

Retailer’s Challenge 

A big box retailer best known for selling home décor and craft supplies wanted to drive awareness around their holiday promotions and sales of their seasonal products. Their challenge was to continue to acquire new and competitive shoppers while defending loyal customers. 

Goals  
• Increase customer acquisition  
• Boost customer loyalty  
• Lift sales
• Improve campaign efficiency

The Solution 

Cadent partnered with the retailer’s agency to develop a strategic, cross-screen campaign to engage a custom-curated audience of women who were in-market shoppers, Black Friday and Cyber Monday shoppers, last-minute holiday shoppers, as well as loyal and competitive customers.  

The Results 

The data-driven campaign ultimately reached 45 million households. Through this cross-platform execution that included cable, broadcast, and CTV media, the campaign was successful in driving an increase in visits, more unique household visits, and more frequent store visits.  

Working with 605, which utilizes a custom weighting methodology designed to account for multiple platform biases, enabled us to holistically project and measure national reach across individual and overlapping platforms. 

Notably, including CTV in the campaign’s media mix expanded the reach of “Medium” and “Light” linear viewers, who may only be reachable by alternative inventory, demonstrating that CTV is a critical component for delivering a complete TV audience. 

By the numbers  
•  $5 ROAS
•  37% lift in visit rate
•  18% lift in unique visit rate
•  17% lift in average visit frequence

Of the households reached, the campaign observed over 360,000 incremental unique visitors to visit with a cost per visit of $12.85. The campaign can also be credited with driving approximately 1.1 million visits with a cost per visit of $4.17, and the 1.1 million incremental visits combined with the client average basket value of around $25, means that for every $1 spent, the client yielded an average of $5 in return on ad spend (ROAS).  

Additionally, the inclusion of all media tactics (broadcast, cable, and CTV) allowed for additional unique audiences to be exposed to the campaign and demonstrated that without broadcast and CTV platform executions, the campaign would not have been able to reach 56% of strategic audience households. 

Next Steps 

Want to learn more about how Cadent activated this impactful cross-screen TV campaign?