CTV and Print Integration Boost Response Rates, Loyalty | Retail
9/19/2025
Iridio℠ by RRD deploys multichannel strategy for furniture retailer, increasing reach and advancing consumer engagement
CHALLENGE
A leading furniture retailer sought a multichannel solution integrating print with digital to augment their current print media approach. They wished to boost their response rates, as well as their media-influenced revenue, with an external partner.
SOLUTION
A longstanding partner for the retailer’s print needs, Iridio℠ by RRD meticulously analyzed the retailer’s existing print media data and their targeting objectives.
Ultimately, Iridio devised a multichannel strategy that integrated Connected TV (CTV) into their media mix — particularly focusing on areas that were already receiving their print advertisements. The strategy was designed to increase both the retailer’s reach and consumer engagement, surpassing what could be achieved by relying on just a single channel.
RESULTS
Iridio utilized the retailer’s first-party data to inform their strategy and create an effective campaign. Specific results included:
- CTV exhibited the highest response rate across all media tactics for this campaign (0.19%)
- Impressions sent to print and digital households accounted for just 19% of budget — but those households generated an impressive 32% of media-influenced revenue
- The print and digital media bucket was the only media bucket that generated a larger proportion of revenue than its respective share of the spent budget
- 13% of lapsed customers returned to the retailer due to the print and digital approach with multiple touchpoints, surpassing digital-only and print-only approaches