Transforming Local Retail with Data: Customer-Centric Growth for a Home Goods Brand

• Role: Analytics Consultant & Omnichannel Strategy Partner

• Client: Independent Home Decor Retailer (2 physical storefronts + eCommerce site)

• Tools Used: Google Analytics 4, Shopify, Square POS, Klaviyo, Google Ads, Meta Ads, Looker Studio, Google Sheets

Project 1: Sales Intelligence & Omnichannel Campaign Attribution

Objective:

Build a centralized performance dashboard and campaign tracking system to increase revenue across in-store and online channels through optimized marketing spend and real-time visibility.

Key Actions:

• Unify Sales & Marketing Analytics

  • Integrated Shopify and Square POS data into a consolidated sales pipeline, enabling unified tracking of daily revenue across locations.

  • Connected Meta Ads, Klaviyo, and Google Ads with GA4 to provide attribution clarity for all major paid and owned campaigns.

• Implement Campaign Tracking & Optimization Framework

  • Developed custom UTM parameters and GA4 events for key actions like email clicks, product views, and in-store coupon scans.

  • Used Looker Studio to visualize campaign-driven revenue, ROAS, conversion rates, and channel trends.

  • Conducted monthly budget reallocation based on real ROI instead of last-click assumptions.

• Launch Executive Sales Dashboard

  • Created a user-friendly dashboard combining eCommerce and in-store sales with marketing performance.

  • Trained store leadership to independently interpret data and make timely merchandising or promotional decisions.

Results:

• Increased monthly revenue by 28% through smarter ad spend and cross-channel promotions.

• Improved in-store traffic attribution by 40% via QR-code and email campaign tracking.

• Reduced CPA by 24% within the first 90 days.

• Delivered full data self-sufficiency for store managers via automated dashboards.

Project 2: Customer Segmentation & Retention Strategy

Objective:

Use analytics to understand customer behaviors and preferences, enabling more personalized marketing, smarter inventory decisions, and stronger retention among top customer segments.

Key Actions:

• Customer Data Consolidation & Enrichment

  • Linked email subscribers, online shoppers, and loyalty cardholders into unified customer profiles.

  • Analyzed purchasing frequency, category preferences, and average spend to identify high-value segments.

  • Tagged customers by lifecycle stage (e.g., first-time buyer, repeat, dormant) for targeted outreach.

• Behavioral Segmentation & Personalization Campaigns

  • Built customer personas based on buying habits and engagement history (e.g., “Seasonal Stylists,” “Gift Givers,” “Eco-Home Enthusiasts”).

  • Launched Klaviyo email flows tailored to each segment (product recs, seasonal lookbooks, restock alerts).

  • Tested content and send timing strategies using A/B testing for open and conversion rate optimization.

• Retention-Focused Promotions & Loyalty Boosting

  • Rolled out a win-back campaign for dormant customers with personalized product bundles and limited-time offers.

  • Designed exclusive VIP previews for top-tier spenders, with early access to seasonal collections.

  • Embedded customer feedback loops via post-purchase surveys and engagement scoring.

Results:

• Increased email-driven revenue by 38% through targeted flows and tailored promotions.

• Improved customer repeat purchase rate by 21% within three months.

• Recovered 18% of dormant customers through segmented win-back initiatives.

• Boosted average order value by 15% among top segments via bundled offers.

Conclusion:

By embedding data analytics at the core of the brand’s retail strategy, this engagement transformed the client's approach to customer engagement, inventory management, and localized marketing. The insights generated empowered the business to better understand its customer base, personalize in-store and online experiences, and make data-backed decisions that drove measurable growth. Through a blend of segmentation, predictive analysis, and channel optimization, the brand saw a significant uptick in revenue, customer retention, and marketing efficiency. This project not only delivered immediate operational and financial benefits, but also established a scalable data framework that positions the client for long-term success in an increasingly competitive retail landscape.