As True Classic grew, managing promotional spend became increasingly complex. While advertising performance was tracked meticulously, incentive and discount spend often remained a blind spot. Promotions touched every channel, with varying customer journeys and multiple incentives often layered into each experience.

Internally, the team had built a personalization strategy that mapped customers across five levels of price sensitivity and multiple lifecycle stages. In theory, it allowed for more thoughtful promotions. In practice, executing it meant manually pulling customer lists, building rigid cohort rules, setting up static campaigns, and frequently running analytics models to understand what was happening.

As the personalization matrix grew to more than 20 unique combinations, maintaining and adjusting these groups became nearly impossible without significant time and dedicated technical resources. The same sophistication that helped True Classic scale was now making it harder to see how much margin was being sacrificed, or which customer groups were actually driving profitable behavior. Without a scalable way to personalize dynamically, two risks were inevitable. Operational bottlenecks would slow growth, and poorly optimized promotions would erode profitability over time.

As True Classic prepared for a seasonal shopping moment, they knew they wanted to run a mystery sale that could reward existing customers with a quality offer while also capturing a new audience with a different incentive. The vision for the campaign was clear, but the execution exposed a deeper problem. Managing dozens of customer journeys and personalizing experiences across channels in real time was far beyond what their existing tools and processes could handle. Without a scalable way to operationalize personalization, True Classic risked missing their window to launch. They had a strong strategy in place, but needed the right platform to execute it at the level of sophistication they envisioned.