Case Study: Paper Source increases customer reactivation 126% and conversion 80% with Optimove

Paper Source Excels at Testing, Learning, and Scaling CRM Marketing

Paper Source, a premier paper-and-gift retailer founded in 1983 with stores in 29 states plus ecommerce and wholesale channels, faced rapid shifts in customer behavior during the pandemic. The marketing team needed to quickly understand new and existing customers, pivot from in‑store to online, and increase agility to test, optimize and scale multichannel acquisition and retention campaigns without heavy technical overhead.

Paper Source implemented Optimove as its CRM orchestration hub, unifying batch and realtime data, enabling no‑code customer insight discovery, multichannel campaign orchestration, and experiment-driven testing with Streams. The program drove a 3.1x migration from in‑store to online customers, a 126% increase in customer reactivation, an 80% rise in conversion rate, an average +2.3 orders per customer from realtime curbside emails, and a 4x ROAS on targeted acquisition ads.

Paper Source

Elizabeth Owens

VP Marketing