Millets
Lifting ROAS by 200% across key categories with a multi-touch remarketing solution combining past customer data, live site behaviour and geotargeted social advertising for store and online.
Headline Results
The Client
With over 100 years of trading, heritage sits at the heart of Millets. Founded in the late 19th century, the business has grown into one of the UK's most recognised outdoor retailers, supplying camping, walking and adventure kit through a national store network and a long-established e-commerce operation.
They engaged Digiconomy to design a dynamic multi-touch remarketing solution that combined past customer sales data with live on-site behaviour, delivering tailored outreach to returning and potential customers across display, paid social and direct channels.
We delivered an integrated remarketing programme alongside structural improvements to the on-site journey and mobile UX, lifting ROAS by 200% across a range of key categories. A parallel geotargeted social campaign drove a measurable uplift in store footfall, a tactic we now recommend to every store-fronted retail brand we work with.
To extend the value of that work into the answer engines now shaping product research, we structured key category and product content around the questions outdoor shoppers actually ask, supporting Millets' visibility in Google AI Overviews and conversational search alongside the paid acquisition gains.
The Objectives
Clear commercial goals tying online ROAS, mobile performance and physical store footfall into a single, data-led retail strategy.
Profitable Online Growth
- Increase return on ad spend across key product categories using past customer data and live behavioural signals.
- Improve on-site journey and mobile UX to convert more of the traffic remarketing efforts brought back to site.
Bricks-and-Mortar Reach
- Use digital channels to drive measurable footfall into physical Millets stores, not only online sales.
- Build a repeatable geotargeted social model that supports the wider store network on an ongoing basis.
The Strategy
A retail-first strategy that joined customer data, on-site behaviour and physical store catchments into a single, multi-channel remarketing engine.
Customer Data and Behavioural Segmentation
Combine historical sales data with live on-site behaviour to segment audiences by category affinity, recency, frequency and value. These segments became the foundation for tailored creative across display, paid social and direct channels, focusing spend on the customers most likely to return and convert.
Journey and Mobile UX Optimisation
Audit and rebuild key conversion journeys with a particular focus on mobile UX, where most outdoor research traffic now sits. Faster load, cleaner navigation and clearer category architecture lifted conversion rates on the same traffic, multiplying the value of every remarketing impression.
Geotargeted Social for Store Footfall
Layer geotargeted paid social campaigns over physical store catchments, serving relevant offers and stock messaging to customers within realistic travelling distance of each location. This converted social media spend into measurable in-store visits, bridging the digital-to-physical gap that most outdoor retailers struggle with.
The Campaign
Multi-channel retail execution combining behavioural remarketing, mobile-first UX, geotargeted social and AEO-aligned category content.
Multi-Touch Remarketing
Dynamic remarketing across display, paid social and direct channels, segmented by past purchase data and live site behaviour. Creative and offers were tailored to category affinity and recency, recovering significant pipeline from browsers and lapsed customers who would otherwise have churned.
Mobile UX and Journey Improvements
Conversion journeys were rebuilt with mobile-first principles, including faster page speed, simplified navigation and clearer category structure. The improvements lifted mobile conversion rates substantially and increased the return on every pound spent across remarketing channels.
Geotargeted Social for Stores
Paid social campaigns were geotargeted around physical store catchments, serving stock and offer messaging to customers within realistic travelling distance. The approach drove a measurable footfall uplift across the network and now forms part of our standard recommendation set for store-fronted retail clients.
AEO-Aligned Category Content
Key category and product pages were structured around the real research questions outdoor shoppers ask, with clean schema, comparison content and clear product entity definitions. The same content that supported paid conversion now positions Millets for visibility in Google AI Overviews and conversational AI shopping queries.
The Outcome
ROAS uplift on key categories
Mobile conversion rate uplift
In-store footfall uplift
The combined strategy delivered a 200% uplift in ROAS across key product categories, a 35% improvement in mobile conversion rates and a 22% increase in store footfall across geotargeted catchments. The remarketing infrastructure, mobile UX improvements and AEO-aligned category content built during the project continue to generate value for Millets across both online and in-store channels, with the geotargeted social model now a core recommendation for every store-fronted retail client we advise.
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