PSP, a retailer with more than 420 brick‑and‑mortar stores across the US, faced declining sales due to rising competition and a steady shift of customers toward e‑commerce. A shrinking active customer base intensified challenges, while generic, one‑size‑fits‑all campaigns treated all customers the same regardless of behavior or preferences. Repeated coupon distribution led to low redemption rates, repeat misuse, and margin drain. The lack of systems to track campaign performance further prevented PSP from evaluating effectiveness or making timely adjustments, limiting its ability to improve repeat purchases and optimize marketing spend across its millions of customers.

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