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



