How ITM Marketing Helped a National Retailer Grow Online Sales by 30% Per Year
Kirkland’s is a national home furnishings retailer known for stylish, affordable décor and exceptional in-store service. With hundreds of locations across the U.S., they’ve long been a staple in the brick-and-mortar retail space. But by 2010, the rise of eCommerce posed a critical challenge: how to translate their trusted in-store experience into a scalable, profitable online channel.
Key Results
Challenge
Kirkland’s Home, a national home furnishings retailer with over 300 stores, faced mounting pressure from global eCommerce competitors.
- In-store business remained steady
- Online sales growth was modest
- Core strength was traditional retail—not digital
Solution
In 2010, Kirkland’s Home partnered with ITM Marketing to relaunch their online presence and expand revenue channels. The strategy focused on three key pillars:
- Acting as an Extension of the Brand: ITM fully integrated with Kirkland’s Home operations—from customer service standards to returns, fulfillment, and inventory systems.
- Omnichannel Support & Technology: Introduced voice, chat, and email on a single unified platform, ensuring seamless customer interactions and real-time management analytics.
- Innovation & Continuous Improvement: Led initiatives like Buy Online Pickup In Store (BOPIS) and tested new tools like CRM and ticketing platforms.
Results
- ✅ Online sales grew 30% annually from 2010 through 2018
- ✅ eCommerce rose to 12.1% of total revenue by 2018
- ✅ Helped enable store growth from 315 to 433 locations
- ✅ Company revenue grew from $415M to $647M
Testimonials
ITM Marketing has been a valued and trusted partner to Kirkland’s for over 16 years, consistently delivering exceptional customer service. By keeping our customer service operations onshore, ITM has helped us enhance the customer experience while maintaining alignment with our brand standards and service expectations.
ITM Marketing has been a trusted and reliable business partner these past 10+ years. They have been responsive, effective and honest, and they treat our customers just as we treat our customers. ITM really makes an effort to be a great partner helping us to optimize customer experience and increase revenues year over year.
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