Leading Outdoor Sporting Equipment Brand:
Targeted Retail Promotion
This case study highlights the incredible accuracy of Big Data Predictive Analytics in terms of behavior, location, real-time, retail shopping, etc.
The client makes the world’s best hunting arrow [also the winner of Olympic Gold Medals] and an award-winning line of wild game and Venison seasonings and preparation accessories.
In 2015 there were 14.8 million paid hunting licenses in the US [6% of the US adult population]. Many hunters process some or all of their own harvest. The market for venison food processing is by far the largest. Venison seasonings and accessories are a highly seasonal category and are primarily purchased during a six-week period coinciding with deer hunting season in each state.
Given the competitiveness of big box and specialty retailers, our client needed to deplete its entire retail inventory during that timeframe or be faced with the return of unsold merchandise which would then have to be destroyed under food safety laws. To confound matters, the product was only available in 800 stores, all located in C and D Counties.
The challenge was how to effectively reach deer hunters in-season, during the purchase period who shopped at these stores for this category of merchandise.
Predictive analytics were used to profile these individuals and identify those who had a current hunting license. Then drive them to a geo-specific retailer to purchase.
- Big Data was used to identify/define the core group of serious hunters, then profiles were created that matched behavior such as category purchase/choice, credit card purchases at target retailers, geo-specific retail locations, what websites they frequent and the exact date of the season in their area/state
- We then reached them online at frequently visited websites with display ads, driving them to a customized landing page where they were incented to shop in a store near them during a defined timeframe
- The program not only helped our client sell out, but it also generated an additional 30% in sales volume