Consumer Lab.Mission — Retail – Toys, Leisure & Seasonal Goods
Enhancing Campaign Performance and Marketing ROI
Consumer Lab partnered with Dreamland to strengthen the performance and return on investment of its marketing campaigns across categories and channels, embedding ROI-driven decision-making and aligning marketing execution with category strategy.
Client
Dreamland (Colruyt Group)
Industry
Retail – Toys, Leisure & Seasonal Goods
Period
January 2019 – November 2021
Role
Freelance Category Marketeer
Business Domain
- Category Management
- Marketing & Promotions
- Sales Performance & Execution
Strategic Focus
- Promotion Strategy & Planning
- Category Growth Alignment
- Data-Driven Decision Making
- Campaign Performance & Marketing ROI
Pillars Activated
- Designing the Customer Experience
- Empowering the Organization
- Optimizing Operations & Execution
- Transforming Products & Services
Strategic Context & Challenge
From high campaign intensity to disciplined, ROI-driven execution
Dreamland operated in a highly promotional retail environment, managing large-scale campaigns across toys, leisure, and seasonal categories.
While campaign volume and reach were strong, limited visibility on ROI, fragmented processes, and suboptimal resource allocation constrained performance.
A structured, data-driven marketing model was required to improve efficiency, optimize investments, and align campaigns with product and category priorities.
Strategy built across the 4 pillars
Using Consumer Lab's 4-pillar framework, the mission aligned customer experience, organization, operations, and innovation into one coherent commercial system.
Campaign content and timing were aligned with customer needs, seasonal moments, and category priorities. Flagship activations such as Back to School and End of the Year were designed to maximize relevance, visibility, and conversion across both online and in-store channels.
Campaign governance and decision-making were restructured to improve cross-functional alignment between Marketing, Product, and Sales teams. Category Management principles were embedded into campaign planning, creating a shared language to prioritize investments and connect marketing actions with commercial objectives.
New campaign management processes, rolling forecasts, and resource planning models were introduced to improve execution consistency and financial control. ROI analysis tools and dashboards provided real-time visibility on campaign performance, enabling faster adjustments and better allocation of human and financial resources.
Marketing performance analytics were redesigned to reflect Dreamland's omnichannel reality, integrating online and in-store data. This enabled a more accurate understanding of campaign impact across categories and supported continuous optimization of promotional strategies.
Business impact
Strong sales impact delivered through flagship campaigns
Real-time visibility on marketing ROI through dedicated dashboards
Improved allocation of marketing budgets and resources
Category Management embedded into campaign planning processes
Stronger data-driven decision-making across the marketing organization
Increased alignment between marketing execution and merchandising strategy