Case Study: Home Goods Retailer achieves a 187% increase in ROAS with Measured

Home Goods Retailer Optimizes Catalog Campaigns to Achieve 187% Increase in ROAS(i)

Home Goods Retailer, an elevated home goods brand focused on ethically sourced products, wanted to drive top-line revenue by optimizing repeat-customer purchases from its catalog program. Historically it sent 30–40% of catalogs to buyers who last purchased 13–24 months earlier and suspected that audience mix might be inefficient, so it partnered with Measured to run a 12-month catalog incrementality and known-audience testing program.

Measured executed a test/adjust/test/adjust approach over four catalog drops to evaluate RFM segments and reallocate circulation. Measured found 0–6 month and 25–36 month buyers were most responsive ($18 ROAS(i) and $5 ROAS(i) respectively), recommended cutting 13–24 month circulation to <5% and increasing 0–6 to 30% and 25–36 to 20%, and drove a +187% improvement in overall ROAS(i) and a six-figure lift in incremental sales without increasing catalog spend.