An apparel retailer used APT Illuminate to enhance its promotional strategy for its circulars, generating millions of dollars in incremental margin.

The Challenge

A major US apparel retailer with over $5 billion in annual sales believed that its past promotional approach was not delivering value. The client had been running 45 circulars per year without holdouts, but was never able to analyze more than a small subset of these circulars.

The CEO charged the management team with fixing the performance of the retailer’s circulars, as circular sales accounted for 20% of total store sales. He wanted them to leverage data-driven analytics to make decisions on which items to promote and how to promote them.

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