December 12, 2017 - By Ginna Hall, Senior Writer, Visual IQ
What do kitchen cabinets, lighting, and pet supplies have in common? They’re made by three brands that have selected Visual IQ for audience-based performance analysis: CliqStudios, Lamps Plus, and Petco.
These companies are working in spaces that have traditionally been brick-and-mortar. Choosing new cabinets, finding just the right lamp for your home, and picking up food and treats for a pet were, until recently, activities that most consumers could only do by heading to a store.
“Visual IQ’s platform will enable us to make the most of our company’s passion for data and be dialed in to the factors that are creating the best experiences for our customers, and the greatest returns for our business.” -- Jay Swenson, Vice President of Marketing, CliqStudios
But the Internet era and rise of the smartphone have dramatically changed how consumers interact with brands. At the same time, they have new expectations for the brands they do business with.
This has created a complex environment for marketers in all industries. As more customers and prospects shop online, the challenge for brands is multi-layered. They must track consumers across devices, identify them across channels, provide consistent experiences, and measure marketing performance on- and offline.
These challenges aren’t the only reasons 2017 wasn’t an easy year for the retail industry. Despite the fact that retail spending has grown, more than 6,400 store closures have been announced so far including Sears, JC Penney, Macy’s, Gap, and many others.
Ecommerce offers opportunities for companies like CliqStudios, Lamps Plus and Petco. Online, everyone leaves digital footprints behind that show who they are, what they like and how they behave. This “addressable” trail has given rise to a new generation of people-based marketing and the ability to drive meaningful experiences with consumers across channels and devices.
Innovative businesses in all industries are leveraging addressable marketing and media channels and taking advantage of multi-touch attribution (MTA) to improve performance. This advanced method of measuring marketing and media effectiveness assigns credit for a given success metric to the touchpoints and dimensions (campaign, placement, publisher, creative, offer, etc.) along the consumer journey for an accurate picture of what’s working, and what isn’t.
Which brings us to our cabinet, pet supplies, and lighting customers. Our newest customer, CliqStudios.com, is a leading online seller of custom kitchen cabinets. CliqStudios was founded in 2010 as an alternative to traditional kitchen dealerships and home improvement stores.
Under the traditional sales model, many consumers pay high prices or sacrifice quality for affordability. CliqStudios offers a solution that provides a complimentary design created by a professional designer, semi-custom cabinets built to order and the convenience of online sales and delivery.
Their approach bridges the last mile with sample boxes sent to prospects to reassure them of the quality and value of their product. CliqStudios.com was recognized as a nationwide leader in the home remodeling industry, receiving the Best Of Houzz® 2017 award in Customer Service.
The challenge facing CliqStudios is that its custom cabinets are an infrequent, highly considered purchase that require the marketing team to be hyper focused on the channels and tactics that generate awareness and demand. Yet its previous measurement approach yielded few actionable insights amid evolving consumer behaviors and an ever-changing media landscape.
“Consumer behaviors are changing every day – what worked last year or even last month may not work today. As we continue to scale and grow our business, we needed a solution that would provide us with real-time insight into the tactics that are resonating with key audiences, so we can make agile and timely changes,” said Jay Swenson, Vice President of Marketing, CliqStudios.
So CliqStudios selected Visual IQ’s Marketing Intelligence Platform to measure and optimize the performance of its marketing and advertising at each stage of the consumer journey. The platform’s unique multi-touch attribution capabilities, including its daily modeling cadence and ability to integrate direct mail advertising impressions, will provide CliqStudios with real-time insights to make timely, cost-efficient and granular optimizations that drive consumer actions and conversions at every stage of the funnel.
CliqStudios joins a growing list of forward-thinking retailers, including Lamps Plus and Petco, that have selected Visual IQ for their marketing intelligence needs.
Lamps Plus, Inc. is the nation's largest lighting retailer, operating a successful ecommerce business, mobile site and over three dozen retail stores in the western United States. Founded in 1976 as a single store in North Hollywood, Lamps Plus has a rich history of innovative lighting design and customer service. Named a 2017 Top Housewares Retailer by Internet Retailer Magazine, it now offers a range of consumer-friendly services including store workshops, in-home consultations, lighting installation, and in-store kiosks.
Like Lamps Plus, Petco, is an established leading specialty retailer that has innovated to meet and anticipate consumer behavior. With more than 50 years of service to pet parents, Petco operates in more than 1,500 physical locations across the U.S., Mexico and Puerto Rico, as well as digitally-delivered pet health advice through PetCoach; and petco.com. It was recently Included in Forbes Best Delivery Subscription Services For Your Pet.
Brands like these have found that Visual IQ’s Marketing Intelligence Platform, which combines audience data with attribution in a single user interface, allows them to optimize marketing and advertising performance by audience segment and get a holistic view of the consumer journey and the channels, campaigns and tactics that are most effective for each audience.
By using multi-touch attribution to leverage key differentiators of the digital and physical arenas, Visual IQ customers can measure the effectiveness of every marketing dollar spent and continue to innovate well into the future.
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