Retail / Multi-year engagement
300 store openings a year. Zero coordination chaos.
When one of the largest retailers in the world is opening or remodeling over 300 stores a year, the marketing coordination problem is enormous. Different store formats, different agencies, different creative requirements, different timelines. We built the platform that automated it -- from store data ingestion to agency assignment to post-opening creative transitions. The engagement spanned multiple years.
The problem
Each new or remodeled store required a complete marketing plan: print, signage, media placement, and creative assets -- all varying by store format, store tier, and regional demographics. Coordinating this across four to five external agencies manually was unsustainable at the volume of openings being executed. Instructions had to be communicated correctly to multiple creative and print teams simultaneously, and the work did not stop at opening day -- creatives changed after the store launched.
The client is a Fortune 1 US retailer. The scale of the problem matched the scale of the company.
What we built
A marketing automation platform that ingested store data directly from the retailer's internal systems and automatically generated a tier-appropriate marketing plan for each new or remodeled location. Store format and tier drove template selection, agency assignment, and tactic specification.
The system managed the full review and approval workflow across internal teams and external agencies. Once a store opened, the platform automatically triggered the transition to post-opening creative assets and distributed updated instructions to the relevant production teams. Multiple reports and administrative tools were added and evolved over the course of the engagement.
Automated Plan Generation
Store data ingestion from internal systems, automatic plan generation based on store format, tier, and location demographics.
Agency Workflow Orchestration
Automated assignment of marketing tactics to the correct agency, with review and approval routing across multiple external vendors.
Store Tier Logic
Different marketing strategies, creative templates, and media mixes for neighborhood stores, supercenters, specialty clinics, and other formats.
Post-Opening Transitions
Automated creative changeover at store opening, with instructions distributed to creative teams without manual coordination.
The outcome
A Fortune 1 US retailer ran every store opening and remodel through this platform for years. Manual coordination across agencies was eliminated. Marketing plans were generated automatically based on store data, and post-opening creative transitions happened without human intervention. The platform scaled with the retailer's pace -- over 300 openings and remodels per year.
Running operations at this kind of scale?
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