"One Size Left" Campaign for Stock Clearance – Columbia
Columbia is a leading outdoor apparel brand known for high-quality and durable products.
To address slow-moving inventory for products with only one size remaining, the brand needed a campaign that could rapidly boost sales while minimizing warehouse costs. This case study demonstrates how a dynamic, urgency-driven advertising strategy cleared stock quickly and improved conversion rates.
Columbia successfully cleared nearly all of its single-size stock using a dynamic, urgency-based campaign strategy. The combination of real-time product feed updates, cross-platform promotion, and psychological triggers like FOMO proved to be an effective stock optimization tactic with immediate ROI benefits.
Background & Challenge
Columbia’s challenges in managing low-stock items included:
- Slow Sales for Single-Size Items: Products with only one size left were not selling at an optimal pace.
- Warehouse Cost Reduction: Reducing inventory holding costs for low-rotation products.
- Maximizing Visibility in Short Campaign Windows: Ensuring fast awareness and action during limited-time promotions.
Objectives
- Clear single-size inventory efficiently.
- Drive urgency among customers to increase conversions.
- Reduce storage and operational costs associated with unsold products.
Strategy & Implementation
Dynamic Product Feed Integration
Automatically detected products with only one size left and included them in campaign creatives.
Google Shopping & Meta Ads Integration
Promoted these products across both Google Shopping and Meta Ads for maximum reach.
Urgency Messaging with FOMO Effect
Created ad copy emphasizing scarcity and urgency (e.g., “Only One Size Left!”) to drive immediate action.
Result
90
of single-size stock sold during the campaign period.
40
increase in CTR compared to standard promotions.
-
Noticeable reduction in warehouse storage costs.
