Case Study: a major national retailer boosts brand favorability and ROAS with Goodway Group

A major national retailer boosts brand favorability and ROAS with Goodway Group

The Goodway Group partnered with a major national retailer facing the challenge of maintaining customer loyalty and capturing minimal market growth during a period of economic pressure. Following a historic year for Back-to-School shopping, consumers were becoming more budget-conscious, increasing comparative shopping, and seeking deals. The retailer needed a strategy for personalized messaging with optimal frequency to secure its customer base.

Goodway Group implemented a holistic data strategy, conducting upfront research to understand consumer behavior. The solution involved a mix of national and regional targeting, with budgets aligned to school start dates to optimize spend. The team funneled over 50% of the budget into the two highest-performing channels for efficiency. This approach yielded significant results: an 84% increase in brand favorability, a 6% lift in consideration intent, and a 200% higher return on ad spend, which grew to exceed $12.