Case Study
How Hibbett Unlocked 1:1 Individualization and Decreased Campaign Creation Time by 50%
Hibbett, headquartered in Birmingham, Alabama, is a leading athletic-inspired fashion retailer with nearly 1,143 Hibbett, City Gear, and Sports Additions specialty stores, located in 35 states nationwide. Hibbett has a rich history of serving customers for more than 75 years with convenient locations, superior personalized customer service and access to coveted footwear, apparel and accessories from top brands like Nike, Jordan, and adidas.
The Results
By partnering with Zeta, Hibbett Sports enriched their first party data and leveraged AI-generated brand-specific audiences to create truly individualized customer experiences across multiple touchpoints. By unifying their data and creating a real-time view of their customers, the team was also able to streamline the campaign creation and validation process, making it fast and easy to generate innovative 1:1 campaigns with ease.
The Challenge
Diminishing Returns and Decreased Click-Through Rates
Hibbett had a problem. During the COVID pandemic online shopping exploded, along with their revenue. But as the world returned to normal, their revenue began to decline. Email engagement and click-through rates were decreasing, cart size was down, and customers were purchasing less frequently. Hibbett needed a way to reinvigorate their customer base without overwhelming their inboxes, and a way to lure new customers away from their competitors with relevant, individualized buying experiences.
The Solution
Enriched Data, AI-Generated Segments, and Omnichannel Campaigns
Leveraging Zeta's Data Cloud
To address their marketing technology challenges and enhance their omnichannel strategy, Hibbett decided to partner with Zeta. Initially the team worked with Zeta to enrich their first party data with the 235+ million consumer profiles housed in the Zeta Data Cloud. By layering interests, demographics, shopping behaviors, and spending habits on top of behavioral and purchase data they were able to create a 360-degree view of their customers that unlocked new and innovative campaign opportunities.
Improving Audience Reach and Customer Journeys
Furthermore, they were able to leverage Zeta’s AI-based segmentation to programmatically build hyper-relevant customer segments along with lookalike audiences of their most engaged customers to increase the size of their addressable market. By communicating 1:1 Hibbett was able to increase email open rates with relevant subject lines, increase click through rates with personalized recommendations, and increase purchase rates with targeted, one-time promotions. Current and prospective customers were also targeted across multiple channels such as PPC, display, and social to create a tailored shopping experience that changed in real-time depending on their actions.
Streamlining Campaign Creation and Validation
By streamlining their data management Hibbett was able to reduce friction in the campaign creation process, saving the team time and resources. By providing real-time access to campaign KPIs such as click-through rates, conversion rates, engagement levels, purchases, and customer feedback, Hibbett reduced their average campaign validation time from 4 days to less than 24 hours. Additionally, Zeta helped Hibbett decrease their campaign execution time by 50%, enabling them to implement new strategies and iterate faster and more efficiently.
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