How Hibbett Unlocked 1:1 Individualisation and Decreased Campaign Creation Time by 50%

Hibbett, headquartered in Birmingham, Alabama, is a leading athletic fashion retailer with nearly 1,143 specialty stores across the U.S. Hibbett has over 75 years of history offering convenient locations, personalised customer service, and access to footwear, apparel, and accessories from top brands like Nike, Jordan, and adidas. In the EMEA region, its parent company JD Sports is expanding its presence with a strong omnichannel strategy and expansion into key European markets.

The Results

By partnering with Zeta, Hibbett Sports enriched their first party data and leveraged AI-generated brand-specific audiences to create truly individualised customer experiences across multiple touchpoints. By unifying their data and creating a real-time view of their customers, the team was also able to streamline the campaign creation and validation process, making it fast and easy to generate innovative 1:1 campaigns with ease.

1:1

Unlocked 1:1 individualisation by leveraging Zeta Data

24 Hrs

Reduced campaign validation from 4 days to less than 24 hours

50%

Decreased campaign creation time by 50%

The Challenge Diminishing Returns and Decreased Click-Through Rates

Hibbett had a problem. During the COVID pandemic online shopping exploded, along with their revenue. But as the world returned to normal, their revenue began to decline. Email engagement and click-through rates were decreasing, cart size was down, and customers were purchasing less frequently. Hibbett needed a way to reinvigorate their customer base without overwhelming their inboxes, and a way to lure new customers away from their competitors with relevant, individualised buying experiences.

The Solution Enriched Data, AI-Generated Segments, and Omnichannel Campaigns

Leveraging Zeta's Data Cloud To address their marketing technology challenges and enhance their omnichannel strategy, Hibbett decided to partner with Zeta. Initially the team worked with Zeta to enrich their first party data with the 235+ million consumer profiles housed in the Zeta Data Cloud. By layering interests, demographics, shopping behaviors, and spending habits on top of behavioral and purchase data they were able to create a 360-degree view of their customers that unlocked new and innovative campaign opportunities.
Improving Audience Reach and Customer Journeys Furthermore, they were able to leverage Zeta’s AI-based segmentation to programmatically build hyper-relevant customer segments along with lookalike audiences of their most engaged customers to increase the size of their addressable market. By communicating 1:1 Hibbett was able to increase email open rates with relevant subject lines, increase click through rates with personalised recommendations, and increase purchase rates with targeted, one-time promotions. Current and prospective customers were also targeted across multiple channels such as PPC, display, and social to create a tailored shopping experience that changed in real-time depending on their actions.
Streamlining Campaign Creation and Validation By streamlining their data management Hibbett was able to reduce friction in the campaign creation process, saving the team time and resources. By providing real-time access to campaign KPIs such as click-through rates, conversion rates, engagement levels, purchases, and customer feedback, Hibbett reduced their average campaign validation time from 4 days to less than 24 hours. Additionally, Zeta helped Hibbett decrease their campaign execution time by 50%, enabling them to implement new strategies and iterate faster and more efficiently.

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