Shelter Options Shoppe faced issues managing discounts and marketing automation with their current POS system, Heartland. They needed a solution to resolve discount stacking issues, drive customer traffic, and effectively manage their inventory through targeted marketing campaigns.

"Before, we couldn't separate and segment an in-store versus an online customer," says Declan, Project Manager at TennisGear.

TennisGear faced the challenge of finding the right tech stack for their multi-channel business. Their primary goal was to streamline the customer experience across their retail stores, coaching business, and two online stores. Thanks to the powerful combination of Lightspeed POS and Marsello, they now have all their data in one place, giving them the ability to create cross-location segments.

The Shelter Options Shoppe is a thrift store in Florida that supports a shelter for abused women and children. It sells donated items, including clothing, furniture, and housewares, with all proceeds benefiting the shelter. The store aims to target a broad donor and customer base.

The shop has been operational for over 20 years, and under current management for seven and a half years. They use marketing and loyalty programs to drive customer engagement, clear inventory, and generate revenue to support the shelter’s mission.

The Options Shoppe experienced significant database growth after implementing Marsello, increasing their customer contacts from 8,000 to 12,000 in just two years. Prior to Marsello, the shop's database had grown slowly, partly due to outdated methods like physical sign-up sheets and less flexible marketing systems.

With Marsello's loyalty program capabilities, the shop now sees consistently high growth in sign-ups, as customers eagerly join the program to receive personalized offers and discounts. This growth has been instrumental in driving store traffic and revenue. For example, Paul uses targeted campaigns to efficiently move inventory during high-donation periods.

Paul cleverly utilized segmentation through Marsello to create a highly successful jewelry campaign and private event that generated over $17,000 in sales.

By analyzing customer data, he identified a group of high-value customers who had spent more than $1,000 on jewelry over a year. With this insight, he curated an exclusive event for these 40 top-tier customers, offering them first access to a premium selection of donated gold jewelry.

The tailored approach, combined with the sense of exclusivity, drove significant sales in just a few hours, showcasing the power of personalized marketing and strategic customer segmentation.

Paul measures the success of his marketing efforts primarily through key metrics such as repeat purchase rate and the redemption of coupons and discount codes.

With Marsello’s tracking tools, he closely monitors how often customers return, with the store boasting an impressive 42.3% repeat purchase rate. Additionally, Paul places a strong emphasis on coupon redemptions, particularly for VIP customers, as these provide clear insights into how well his campaigns resonate with different customer segments. By tracking coupon usage, especially with exclusive VIP offers, Paul is able to assess the effectiveness of his marketing efforts in driving sales and customer loyalty.