Cotswold Outdoor Group (COG) has demonstrated the commercial power of its unified retail media network (RMN) through a high-performance campaign for the launch of the HOKA Mach 7 trainer, driving growth beyond the individual product to boost overall brand demand.
Executed via Runners Need, a retailer within the Cotswold Outdoor Group, and powered by Zitcha’s retail media platform, the four-week activation utilised a 360-degree approach to influence runners at every stage of the path to purchase. By integrating in-store digital screens across 13 locations, with premium onsite placements and paid media across Meta and Google, the RMN successfully bridged the gap between digital discovery and physical retail conversion.
The performance of the activation highlights the significant halo effect full-funnel retail media campaigns power for total brand performance, delivering both significant behavioural shifts and measurable incremental growth across the HOKA business, including:
- A 30% increase in share of revenue and a 28% increase in unit share during the campaign period.
- Activated in-store locations saw a 13.3% increase in incremental units sold per store compared to control locations.
- A 53% uplift in homepage click-through rate (CTR) and a 67% open rate for CRM email activations.
- Product engagement post-click was 3.9x higher than the control group, supported by a 19% uplift in overall conversion rate.
The strategy prioritised high-intent segments, including performance runners and customers utilising in-store gait analysis, ensuring the brand reached shoppers at the precise moment of intent.
“This campaign proves that our retail media network is more than just an advertising channel,” said Jamie Kristow, CEO of Cotswold Outdoor Group. “It is a sophisticated engine for driving real, bottom-line results for our brand partners. By connecting our deep in-store expertise with targeted digital touchpoints – fuelled by the most in-depth audience insights in the industry – we have shown how Cotswold Outdoor Group retailers can deliver measurable incremental growth and immediate demand in a highly competitive category.”
Built on Zitcha’s scalable platform, Cotswold Outdoor Group’s RMN enables self-serve options to tailor every campaign, so the brands can effectively reach the right audiences via the most impactful channels.
Dan Sands, regional director, EMEA at Zitcha, said: “The success of the HOKA Mach 7 launch is clear proof of what happens when a retailer moves beyond simple on-site ad serving to a full-funnel, omnichannel solution. Zitcha is proud to partner with Cotswold Outdoor Group to provide the technology that turns first-party data into tangible success. These results validate the power of an integrated RMN to convert demand at the point of purchase, both online and in store.”
