Case Study: Michaels achieves increased in-store conversions and higher ROI with Kenshoo

Michaels - Customer Case Study

Square One Advertising partnered with Michaels to solve a dual-channel challenge: drive both ecommerce and foot traffic across thousands of SKUs while understanding which search keywords actually lead to in-store purchases. With over 15,000 products and many potential keywords, the team needed a way to measure and optimize search-driven offline conversions and analyze how consumers move between online and in-store touchpoints across multiple search engines.

The agency worked with Acxiom and LiveRamp to onboard and anonymize Michaels’ offline CRM and transaction data, synchronized cookies to map those transactions back to Kenshoo click data, and built a backend transfer process to avoid duplicate records. Kenshoo ingested the matched data as a new event type, enabling weekly online-to-offline reporting, activation of Kenshoo KPO algorithms to optimize keyword coverage, and sophisticated analyses of path duration, touchpoints, and coupon/store‑locator usage. The work revealed the offline value of generic terms, created a new digital ROI that justified increased spend, and improved returns both online and in stores, with plans to extend segmentation into RLSA/PLA and social integrations.

Michaels