The Challenge
This business, along with so many businesses globally, the COVID-19 pandemic struck an
unanticipated and severe blow. By late March 2020, the company made the difficult decision
to temporarily close its doors out of concern for the public’s well-being and safety. Additionally, the marketing team paused most of its marketing and media spending.
The Solution
The team leaned on Keen’s forward-looking models to help guide decision making around brands and tactics, timing of spend and level of spending allocation.
The Result
Marketing team ran scenarios, tested data inputs and aligned culturally around Keen’s
predictive decision framework. The company began to reopen stores in late May and ramped up its media spend in time for Memorial Day weekend, historically a seasonal peak for furniture sales. The brand posted one of its strongest weeks by mid-June with ROIs of $2.16, and by month-end had topped that with a $2.72 ROI, as its marketing spends returned to pre-pandemic levels.
