How Dr. Scholl's Used MMM to Uncover Millions in Hidden Opportunity
Dr. Scholl's, a global leader in foot care with over $600M in retail sales, lacked
clarity on what media was actually driving growth across brick-and-mortar,
Amazon, and D2C channels.
Dr. Scholl's, a global leader in foot care with over $600M in retail sales, lacked clarity on what media was actually driving growth across brick-and-mortar, Amazon, and D2C channels.
The Challenge
The brand needed to understand which investments were driving retail sales and where to reallocate spend for efficient
growth, particularly as they launched a new Performance Marketing initiative.
The Approach
M-Squared built a 6-model MMM structure analyzing 2 years of media and trade data across retail categories, evaluating
Google Search, Facebook, Retail Media Networks, Digital Display, TV+VOD, and OOH.
The Results
- 12% of retail sales were driven incrementally by media and promotions
- Trade and promo spend had nearly double the investment of national media but less than half the iROAS
- Amazon RMN showed significant cross-retailer halo effect, suggesting comparison shopping behavior
- National media influenced nearly all retail categories, revealing untapped reallocation opportunities
M-Squared helped Dr. Scholl's identify clear pathways to drive growth within existing budget by shifting investment to higher-performing tactics, without increasing total spend.
