Cotswold Outdoor Group has revealed the results of a recent campaign for the launch of the HOKA Mach 7 running shoe.
Runners Need, a specialist UK running retailer within Cotswold Outdoor Group, harnessed a retail media network, underpinned by Zitcha, to drive awareness, demand, and sell-through across both digital and physical retail.
According to Cotswold Outdoor, the full-funnel Runners Need campaign delivered incremental growth and behavioural impact, driving performance for HOKA beyond the individual product and boosting overall brand demand across both ecommerce and physical retail channels.
Executed via Runners Need and powered by the Zitcha retail media platform, the four-week activation utilised a 360-degree approach to influence runners at every stage of the path to purchase. By integrating in-store digital screens across 13 locations, with premium onsite placements and paid media across Meta and Google, the retail media push helped to bridge the gap between digital discovery and physical retail conversion.
The retail specialist noted that the performance of the activation highlights the halo effect retail media campaigns can power for total brand performance, delivering both behavioural shifts and incremental growth across the HOKA business. This included a 30% increase in share of revenue and a 28% increase in unit share during the campaign period.
Activated in-store locations saw a 13.3% increase in incremental units sold per store compared to control locations. The campaign also achieved a 53% uplift in homepage click-through rate and a 67% open rate for CRM email activations. Product engagement post-click was also reportedly 3.9x higher than the control group, supported by a 19% uplift in the overall conversion rate.
The strategy prioritised high-intent consumer segments, such as performance runners and customers utilising in-store gait analysis, aiming to ensure the HOKA brand reached shoppers at the precise moment of intent.
Jamie Kristow, CEO of Cotswold Outdoor Group, said “This campaign proves that our retail media network is more than just an advertising channel. It is a sophisticated engine for driving real, bottom-line results for our brand partners. By connecting our deep in-store expertise with targeted digital touchpoints – fuelled by the most in-depth audience insights in the industry – we have shown how Cotswold Outdoor Group retailers can deliver measurable incremental growth and immediate demand in a highly competitive category.”
Built on the Zitcha platform, the retail media network enables self-serve options to tailor campaigns, so brands can reach audiences via chosen channels, according to the company.
Dan Sands, Regional Director, EMEA at Zitcha, said “The success of the HOKA Mach 7 launch is clear proof of what happens when a retailer moves beyond simple on-site ad serving to a full-funnel, omnichannel solution. Zitcha is proud to partner with Cotswold Outdoor Group to provide the technology that turns first-party data into tangible success. These results validate the power of an integrated RMN to convert demand at the point of purchase, both online and in store.”
Cotswold Outdoor Group is an outdoor retailer in the UK, comprising brands such as Cotswold Outdoor, Snow+Rock and Runners Need. The retailer offers a range of outdoor, running and snowsports kit, alongside specialist advice and customer service.
Zitcha is a unified retail media platform that helps retailers build and scale their retail media networks. The solution integrates planning, delivery, and insights across onsite, offsite, and in-store channels, working with retailers, networks and brands internationally.
www.runnersneed.com
www.cotswoldoutdoor.com
www.zitcha.com
www.hoka.com
