Reactivating Customers: Micro Center’s Re-Engagement Campaign

Every day, over 3,000 visitors browsed Micro Center’s product category pages—then left without clicking into a single product. Despite clear interest, these high-intent shoppers weren’t converting.

Our mission: Turn behavioral data into personalized real-time re-engagement to bring them back—and boost in-store traffic.

The Challenge


We activated CRM and behavioral data to create a real-time, persona-driven journey:

Trigger-Based Targeting

  • Behavioral Signal: Visitors who viewed category pages but didn’t click through to a product

  • Volume: ~3,000 unique records daily

  • Channel Activation: Email and SMS, delivered within minutes of abandonment

Dynamic Segmentation

With 450+ categories, we grouped them into meta-categories, then mapped each to a provisional persona:

  • Gaming GPUs, PCs: Gamer

  • Cameras, Editing Rigs: Creator

  • DIY Parts, Kits: Maker

  • Business Laptops: Professional

  • Home Office: Lifestyle

  • High-Speed CPUs: Power User

Once persona-level CRM values are active from the CDP, this mapping will automatically shift to customer-specific personalization.

The Strategy


  • Email + SMS Journeys, Social posts, Direct Mail

  • Personalized product recs from Responsys

  • Dynamic templates based on category + mapped persona

  • Real-time delivery (within minutes of category exit)

The Execution

  • Micro Center experienced a notable 20% surge in store traffic following the launch of their lapsed campaign, underscoring their commitment to brick-and-mortar retail.

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