RETAIL13 August 2025
Driving Customer Intelligence for a Leading International Retailer
At A Glance
A globally recognized home improvement retailer, Orange Depot, teamed up with us to take its customer data strategy to the next level. We set out to connect their AdTech and MarTech systems and get a clearer picture of who their customers were. We also wanted to create audience segments that actually reflected how people shopped so that we could deliver marketing that felt relevant, whether someone was browsing online or stopping by a store in person.
Industry
Retail / Home Improvement
Key Services
Customer Data Strategy
AdTech & MarTech Integration
Audience Segmentation & Activation
Attribution & Performance Measurement
Key Technologies / Platforms
Adobe Audience Manager- Adobe Marketing Cloud Intelligence
Google Cloud Platform
Through a combination of strategy workshops, enterprise technology integration, and advanced segmentation, Sumeru helped Orange Depot create a new level of customer intelligence. We turned siloed data into actionable insights that directly fueled their growth.
20%
Increase in new credit card customer acquisition
30%
Clear attribution of digital campaigns to offline sales
Scalable audience strategy framework for ongoing personalization and ROI growth
Why Disconnected Systems Were Holding Them Back
Orange Depot had the scale, the reach, and the customer base, but its data was scattered across disconnected systems. Their audience segmentation was limited, reporting was fragmented, and their sales were lagging since there was no clear line of attributing sales from their online and in-store shoppers. The lack of real-time and actionable insights also meant that their campaign optimization lagged behind certain opportunities and left a lot of potential revenue on the table.
Building a Unified Data & Insights Engine Integrating AdTech and MarTech for Unified Insights
We began with setting up a series of customer data strategy workshops. We worked side-by-side with Orange Depot’s marketing and technology teams to better define a long-term vision for connecting their AdTech and MarTech ecosystems.
From there, we:
- We rolled out Adobe Audience Manager to help Orange Depot build accurate audience segments and reach high-value customer groups across every channel that they use.
- Brought in Adobe Marketing Cloud Intelligence to pull all their reporting into one place so teams could easily see how campaigns were performing across digital and in-store channels.
- Introduced advanced segmentation and attribution models that made it possible for them to retarget more precisely and clearly see how each channel (whether it was owned or paid) was contributing to both online and offline sales.
From Disconnected Data to Measurable Growth
The transformation was immediately noticeable:
- Saw a 20% increase in new credit card customer acquisition
- They gained full visibility into the impact of their digital campaigns on in-store purchases
- They got a scalable audience framework that supports personalization at scale and sustains their ROI growth
With their systems fully connected, Orange Depot was then able to act quickly and target the right customers with the right offers while continuously refining their campaigns based on what was working for them at the time.
What Happens When You See the Whole Picture
This engagement gave Orange Depot a blueprint that allows them to experience continuous growth. The new segmentation and attribution framework is flexible enough to evolve and adapt to any future campaigns, channels, and customer expectations. The organized and easy-to-access insights that they now have allow the marketing team to move faster, test smarter, and keep their customers engaged across every touchpoint no matter where the next trend or challenge comes from.
