How a 500-store retailer finally connected digital marketing to in-store revenue
Retail · 500+ stores · Powered by Raidar
The Challenge
GNC Mexico operates over 500 physical stores across the country. 90% of their revenue comes from offline purchases, yet 100% of their marketing is digital — primarily email. The disconnect was clear: when a customer received an abandoned cart email and walked into a store to buy the product, that conversion was invisible.
The data existed — loyalty platform, POS, e-commerce, legacy CRM — but it lived in completely separate systems. Marketing was flying blind, measuring success through clicks and opens instead of actual revenue.
The Breakthrough: Online-to-Offline Attribution
Raidar built a composable CDP on Snowflake that unified GNC's fragmented data into a single Customer 360 profile. With a best-in-class link ticket rate, nearly every purchase — online or in-store — can now be connected to a specific customer and attributed back to the campaign that drove it.
How it works:
- Customer adds multivitamins to their online cart but doesn't purchase
- Multi-step abandoned cart automation triggers via Customer.io
- Customer receives a personalized email
- Customer walks into a physical store and buys the product
- GNC tracks and attributes the entire journey — digital to physical
2M+
Unified Profiles
10x
More Attributed Conversions
4-5%
Journey Conversion Rate
>35%
Open Rates (vs 22% benchmark)
“We haven't met a single large retailer in Mexico that is actually capable of having this information right on their screen for the marketing person doing the campaigns, without requiring any participation from the data team.”
— Ramiro Gonzalez, Head of Strategy, Raidar
What Raidar Delivered
- Composable CDP built on Snowflake — 2M+ profiles unified from POS, e-commerce, and loyalty
- Online-to-offline attribution: digital campaigns tracked through to in-store purchases for the first time
- 10x more conversion events directly linked to marketing campaigns
- Automated replenishment journeys with 4-5% conversion rates, triggered by purchase history
- 30+ manual marketing flows replaced with 7 automated journeys — 77% reduction in operational complexity
- Open rates above 35% on automated journeys (industry benchmark: ~22%)
- Personalized seasonal campaigns with dynamic subject lines, messaging, and email structure
- Bidirectional data sync: Snowflake → Customer.io every few hours, engagement data flows back
Modules Used
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