Case Study: Tennis Express boosts contribution and keeps margins intact with Omnitail

Tennis Express boosts paid search contribution 22% with Omnitail

Tennis Express, a retailer of racquet sports equipment, faced the challenge that standard advertising dashboards only showed the cost of making a sale, not the significant cost of an item that failed to sell and remained in inventory. This meant their marketing was not optimized to push seasonal inventory that most needed to move, leaving them at risk of holding costs and markdowns. They partnered with Omnitail to gain a clearer view of their true profitability.

Omnitail implemented a solution that priced the full cost of not selling into their advertising targets. This involved using contribution dollars as a key metric, giving each sales channel its own break-even point, and shifting budget towards product ads that move physical units. As a result, Omnitail helped Tennis Express increase its paid search contribution by 22% while growing media spend by 22%, and boosted contribution from product advertising by nearly 90% on a third more spend.

Tennis Express