Why Customer Experience Is The Competitive Advantage You Didn’t Know You Needed

Art Van

Role: Interim Media Leadership

TRANSFORMING THE MIDWEST’S LARGEST FURNITURE RETAILER MEDIA STRATEGY & EXECUTION

OVERVIEW

Art Van is a billion dollar year regional omni-channel retailer and franchisee. 60-years young, this Midwest furniture and mattress company was recently purchased by private equity firm TH Lee and was struggling with the transition, particularly from a media perspective. Chameleon was hired to bring cross-functional stability and drive clarity around and improvement to their significant annual marketing expenditure.

RESULT

Leveraging Chameleon’s interim leadership offering, Art Van was able to quickly unlock clear opportunities to improve results. These included: evaluating and replacing existing agency and vendor relationships with significantly more cost effective and best of breed solutions; instituting a data-driven approach to spend; reallocating the media mix to achieve better results with less investment; implementing a store-first execution that directed all ad dollars to measuring and increasing footfall; and hiring and mentoring an in-house media team who could shepherd Art Van to the next level.

Six months in, Chameleon’s efforts directly saved Art Van millions of dollars in unnecessary agency and ad expense, built a world class, in-house media team, and provided the strategic framework and executional leadership to realize significant improvement across all aspects of their media efforts.