A national chain of sports retail stores, with a consolidated physical presence, presented us with a very specific challenge: to turn its growth into a scalable model and, above all, to ensure that every euro invested in marketing and advertising had a measurable return. The starting point was strong: a business with a strong capillary network, a wide range of products, and a clear ambition to continue expanding its market.
In the initial diagnosis, we detected a key competitive advantage: the company was already working intensively on customer relations through periodic communications, social networks, and its own digital assets, which made it possible to move from “tactical” campaigns to a sustained and coherent brand strategy. In addition, its omnichannel approach, integrating physical and digital experience, opened the door to marketing investment plans based on data and real attribution, not just awareness.
Another differentiating element was its internal operation: we found an advanced inventory management system supported by Big Data and analytics, capable of optimizing availability, rotation, and assortment by area. This is crucial for marketing, because advertising without stock (or with misaligned assortment) destroys efficiency. With this strength, the investment plan could be based on a real promise to the customer: availability, convenience, and experience.
We also worked on the brand and experience angle: the company operated with differentiated store formats and a proposal designed to adapt product, visual merchandising, and environment to different audiences. This allowed us to structure a clear brand architecture and, from there, design an advertising investment “by mission”: acquisition, conversion, recurrence, and loyalty, according to format and customer profile.
The martinsdelima methodology made the difference: we combined rigorous analysis of internal documentation, contrast with public sources, and an objective interpretation oriented to actionable decisions. To ensure that the recommendations were “operational truth” and not theory, we carried out field validations with physical checks and random inventories, so that the marketing plan was based on reliable data and a realistic execution.
The result was a roadmap that connected strategy and execution: a clear brand vision, a repositioning that expanded the market without losing the original DNA, and an investment plan focused on better experience and greater conversion, supported by existing digital and operational capabilities. In practice, the client obtained a clear framework for deciding where to invest, how to measure, and how to scale, with a solid narrative for internal stakeholders: an excellent resolution because the investment in marketing was aligned with the reality of the business and prepared to grow with control.