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Case Study · Data-Driven Email & Loyalty

URB Cannabis

Multi-state cannabis retail · MI · OH · IL · IN

Ingested 2+ years of URB's sales data into a custom data lake, built a dashboard to surface actionable patterns, then used the insights to redesign loyalty and run segmented, tiered email campaigns that turned $8K–$20K win-back months into $105K and $126K.

Data Email
$8K→$126K
Win-Back Revenue
$0.43→$1.07
Revenue Per Send
2yr+
Data Ingested
62K%
Peak Email ROI
URB Cannabis
The Challenge

Two Years of Sales Data,
No Way to Use It

URB had real signal sitting inside their POS — but no dashboard, no audience model, no way to turn the data into campaigns. Email was running on hunches: blanket sends, flat discounts, the same offer to every store. The result was win-back months stuck in the $8K–$20K range.

Service 01 · Custom Data & Dashboards

A Custom Data Lake on
2 Years of Sales

We ingested URB's full POS history into a data lake, wrote queries to surface specific outputs, and built a custom dashboard so we could pull actionable insights on demand — for email targeting, promo amount, loyalty tier design, and audience segmentation.

URB monthly discount breakdown by month
Monthly discount breakdown · loyalty % over time
URB current state dashboard by store
Current state · transactions, revenue, AOV by store
URB cross-state regulars analysis
Cross-state regulars · spend patterns by audience
URB customers who redeem points + revenue leak
Critical findings · growth signal · revenue leak
URB tiered loyalty structure modeling
Tiered loyalty structure · modeled from spend, frequency, AOV

What the dashboard powers

Once the data lake was live, the dashboard became the brief for everything downstream — every email targeting decision, every promo amount, every loyalty rule.

✓Audience buckets by spend, AOV, purchase frequency — actual segments, not guesses.
✓Tiered loyalty structure modeled from real redemption behavior + projected return.
✓Store-level discrepancy detection — surfaced the inland-vs-border purchase gap that powered the win-back redesign.
✓Identified high-value cohorts (Ohio regulars at Monroe, etc.) for targeted points-boost rewards.

What we found

Three things jumped out the moment we could actually look at the data:

1. Border stores behave differently than inland stores. Same brand, same products, completely different purchase patterns and price sensitivity. Treating them the same in email was leaving money on the table.

2. High-value cohorts were under-rewarded. The customers driving the biggest LTV weren't being recognized — just blended into the general blast list.

3. Loyalty tiers were arbitrary. Thresholds and multipliers had been set by intuition, not by what spend patterns and projected return actually justified.

Service 02 · Email · Powered by the Data

From $8K Win-Back Months
to $105K and $126K

Once the data dashboard was live, every email campaign got rebuilt from the ground up — targeting from real audience segments, offers calibrated to actual purchase behavior, tiers based on real redemption data.

Segmented Win-Back Campaigns

In March + April we noticed in the data: a big discrepancy between inland stores and stores near the border. Different purchase behavior, different AOVs, different lapse patterns. So we split them, set different minimum-spend thresholds matched to each location's actual behavior, and tiered the discount by days lapsed. The result was a step-change in revenue.

Before · The Old Win-Back (Generic, One-Size-Fits-All)
URB October win-back creative
October · $7K revenue
URB December win-back creative
December · "$10 off" blanket · $19K revenue
URB January win-back creative
January · "$20 off" blanket · $21K revenue
After · The Segmented Win-Back Results
URB March win-back conversion overview
March · segmented + tiered · $105,851 revenue · 1,639 conversions
URB April win-back conversion overview
April · segmented + tiered · $126,584 revenue · 2,004 conversions
After · Border Stores (New Buffalo, Monroe) · Tiered by Lapse
Border T1 $10 off
Tier 1 · $10 off · Min $30 purchase
Border T2 $20 off
Tier 2 · $15 off · Min $35 purchase
Border T3 $30 off
Tier 3 · $30 off · Min $75 purchase
After · Inland Stores (Detroit, Mt. Morris, Mt. Pleasant, Vassar) · Tiered by Lapse
Inland T1 $10 off
Tier 1 · $10 off · Min $30 purchase
Inland T2 $15 off
Tier 2 · $15 off · Min $35 purchase
Inland T3 $20 off
Tier 3 · $20 off · Final call

Email Metrics · Before vs. After Segmentation

Averaged across the three "before" campaigns and the new March + April segmented send.

Before · Blanket Win-Back
Avg. revenue / campaign$15,868
Conversions / campaign219
Conversion rate1.17%
Revenue per send$0.84
Open rate15.5%
Avg. ROI$15,835
After · Segmented + Tiered Win-Back
March revenue$105,851
April revenue$126,584
Conversions (March)1,639
Revenue per send$0.43–$0.50
Peak ROI29,159%
Audience reached245K sends

~7× lift in revenue. Same audience. Different approach.

Splitting inland vs. border, matching minimum-spend thresholds to actual local AOV, and tiering the discount by days lapsed turned a flat-line campaign into the single best-performing month URB had ever run.

High-Value Audience Campaigns

The data showed cohorts of consistently high-spending customers we weren't recognizing. We targeted them with appreciation points (500pts at Ohio · 250pts at Monroe), then tagged on a bigger reward (500pts at Ohio · 750pts at Monroe) if they came back in the month and made a $50+ purchase. Both campaigns landed $13K–$15K in net revenue.

Ohio · 500pt Appreciation + $50-Spend Bonus
Net revenue$14,221
Conversions225
Conversion rate1.51%
AOV by converters$63.32
Open rate19.15%
ROI55,966%
Monroe · 250pt + 750pt Construction Bonus
Net revenue$15,377
Conversions231
Conversion rate1.15%
AOV by converters$66.71
Revenue per send$0.77
ROI44,803%
Campaign Creative · Announcement → Confirmation
URB Ohio 500 point gift announcement
Ohio · Announcement · "To Ohio, From URB With Love" · 500pts
URB Ohio 500 point confirmation
Ohio · Confirmation · "You Did It, Ohio!" · +500pt bonus
URB Monroe construction announcement
Monroe · Announcement · "We Feel Your Pain" · 250pts
URB Monroe construction confirmation
Monroe · Confirmation · "You Did It, Monroe!" · +750pt bonus

Refer-a-Friend Program · 360 Launch

Built the URB RAF program inside AlpineIQ — automated tracking, fraud guardrails, and unique referral links per wallet. Launched it with a coordinated 360 campaign: in-store assets, online creative, email blast, and a permanent slot in the welcome series so every new customer gets exposed.

Built right, launched loud

500 points to each side — $5 off for the referrer, $5 off for the friend — triggered when the friend's first purchase clears $10. Automated end-to-end through AlpineIQ.

The 360 launch hit four channels at once: in-store signage and budtender talk tracks, on-site banners, a dedicated email blast, and a permanent block in the welcome series so it's the first thing every new URB wallet holder sees.

✓Automated tracking + payout — no manual reconciliation.
✓Fraud guardrails — unique wallet-linked codes, purchase-threshold trigger.
✓Maximum exposure — email · in-store · online · welcome series.
URB Refer a Friend awareness email
RAF awareness · email blast launch
The Results

Data In. Insight Out.
Revenue Up.

$8K→$126K
Win-Back Revenue
$0.43→$1.07
Revenue Per Send
2yr+
Sales Data Ingested
62K%
Peak Email ROI

Got Sales Data and
No Way to Use It?

Book a free 30-minute call. We'll walk through what's in your POS and what we'd build to actually act on it — no pitch deck, just a real conversation.

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