Outside Sports is a leading outdoor adventure retailer with seven stores across New Zealand’s Southern Lakes region. Patchwork led marketing across both ecommerce and retail channels, driving measurable growth through data-led strategy and systems improvement.
Email marketing, previously not particularly targeted, became the backbone of performance alongside Google. We introduced advanced segmentation, interest-based targeting, and list cleaning systems to ensure highly relevant, personalised campaigns. Simply put - people received emails about the type of activity they are interested in, rather than absolutely everything, every time.
Incentivised (prize promotion) lead-generation activations at sponsored events, in-store promotions, and targeted Meta ads doubled the active email database with qualified new potential customers. Engagement metrics rose sharply: open and click-through rates more than doubled, while unsubscribe rates were cut in half.
A/B-tested email campaigns were planned and briefed. These drove traffic both online and in-store. Alongside this, we redesigned and relaunched the loyalty programme, segmenting members by customer lifetime value to drive retention and repeat sales.
Performance marketing became more efficient. By shifting to a customer-first, highly targeted approach, ROAS improved across both Google and Meta. The result was a stronger, smarter marketing system across every customer touchpoint.
