Michelin Case Study

Driving Store and Online Sales with Integrated Promotions, Personalization, and In-Store Activation

Client Profile

Regional retail chain with a strong e-commerce presence and multiple store locations, seeking to increase conversion, basket size, and in-store traffic.

Challenge

Store visits were declining, and inconsistent cross-channel messaging diluted the impact of promotions. Without integrated planning, the client struggled to maximize ROI and unlock growth from its combined digital and physical footprint.

Approach

  • Aligned paid social, paid search, email, onsite personalization, and in-store promotions behind a unified campaign theme.

  • Developed audience segments using first-party CRM data, extending reach via lookalike modeling.

  • Implemented onsite personalization and category-specific landing pages; executed A/B testing on creative and checkout flows.

  • Coordinated in-store events, POS offers, and redemption tracking to measure omnichannel performance.

Execution

  • Rolled out a phased campaign structure:

    • Awareness: Paid social & display

    • Acquisition: Paid search

    • Conversion: Email retargeting & onsite personalization

  • Deployed dynamic creative and product recommendations to improve relevance and basket size.

  • Conducted continuous A/B testing to optimize creative, bundling, and checkout experience.

Results

  • Online conversion rates increased 18–35% in targeted categories.

  • Average order value rose 8–15% via personalized bundles and recommendations.

  • In-store traffic grew 10–20% during coordinated promotional periods.

  • Omnichannel attribution revealed higher customer lifetime value among segmented audiences.

  • Retail services and co-marketing scaled by 30%+, expanding reach with national partners.

  • $800,000 incremental YoY value delivered through enhanced shopping experiences and retail alignment.

Lessons Learned

  • Consistent, data-driven personalization across channels drives measurable uplift.

  • Tight alignment between e-commerce, merchandising, and store operations is critical for execution.

  • Measurement linked to P&L and merchandising metrics ensures sustainable cross-functional support.

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