Rieker
About Rieker
Rieker is a German footwear brand with over 150 years of heritage and a retail operation spanning markets across the world. In Canada, the business runs through a network of distributor and retail partners. Therefore, most sales happen in stores, not online, and success depends on moving consumers through a complex path to purchase. When Rieker came to Major Tom, they had an ambitious goal: reframe two distinct brands for the Canadian market, drive more consumers into stores, and finally have the data to prove the marketing was moving the needle.
The Challenge
Rieker had a measurement problem that looked a lot like a media problem. Their digital campaigns were running across multiple channels, but without reliable attribution, it was difficult to connect digital spend to what was actually happening in stores. Channels genuinely influencing retail behaviour could look underperforming on paper, making it hard to invest with confidence. At the same time, Rieker and its sister brand remonte had always been marketed together as a single audience, when in reality they were two different people with different motivations, different habits, and different paths to purchase.
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Our Approach
We started by building a reliable single source of truth. Something that could connect digital activity to real retail outcomes for the first time. Using Google Cloud and Looker Studio, we brought media performance, eCommerce results, and offline retail signals into one decision-ready view. To close the attribution gap, we integrated Foursquare to measure which programmatic ads were driving in-store visits, and Locala to verify whether DOOH was getting people through the door; verified against a real control group, not just a modelled estimate. We also introduced a new signal in GA4: every time someone clicked "find a local retailer" from an ad, we captured it. It meant we could finally see the moment digital interest became real-world intent.
With a clear picture of what was working, we split Rieker and remonte into two distinct strategies and made sure the creative worked just as hard as the data.
Rieker's audience got reliability-led messaging across Meta, Google Search & Performance Max, Programmatic Display & Video Pinterest, and DOOH placements geo-targeted within 10km of their top retail locations. remonte's got lifestyle-forward creative built for social and discovery channels. DOOH went further still. Weather-triggered technology served contextually relevant creative in real time, Fall shoes and boots for the cool weather and winter shoes for the snow while automatically surfacing the nearest retailer by name and distance. The same audience-first thinking extended to email marketing too, where dedicated automations and audience-specific content drove a 70.8% over sales-per-email target.
With analytics telling us what was working and media putting it in front of the right people, creative was the thing that made someone stop, recognise themselves in the ad, and walk into a store.
The Results
The results exceeded every target we set, including hitting a full year's eCommerce goal a month ahead of schedule. But the number we're proudest of isn't on this page. It's the foundation we built together. One that gets smarter with every campaign, opens doors to new opportunities, and keeps compounding the longer we work together. We're just getting started, and here's the proof:
