Case studies

From vinyl to victory: Tower Records’ AdScale journey

Tower Records, founded by Russ Solomon in 1960, revolutionized music retail by creating vibrant spaces for music discovery and community. Known for its iconic mantra, “No Music, No Life,” Tower became a global phenomenon with over 200 locations, shaping the music retail experience across generations. Celebrated by stars like Elton John and Bruce Springsteen, Tower Records remains a blueprint for music curation and expertise.

From vinyl to victory: Tower Records’ AdScale journey

AOV

50% ↑

New customers

90%↑

ROAS

13x

The challenge

Tower Records, despite its legendary status, faced major hurdles in modern advertising. A poor agency experience halted campaigns, leaving them unable to attract customers or achieve growth. Limited ad reach and low spending per order highlighted the urgent need for a data-driven strategy to reignite their efforts.

The solution

360° analysis

AdScale’s BI module and ShopScore benchmarking tool identified Tower Records’ three key pain points:

Customers weren’t spending enough per order, reducing overall profitability.

Growth was hindered by inconsistent targeting and failure to adapt strategies for evolving customer preferences.

A lack of audience diversity and reliance on outdated strategies limited the effectiveness of campaigns.

AI-driven campaign creation

AdScale’s AI launched targeted campaigns on Google, focusing on high-value customers to boost order value. AdScale used AI-driven budget and keyword optimizations to improve efficiency.

Automated optimization

AI optimization in action

AdScale’s 24/7 optimization engine dynamically adjusted campaigns to achieve Tower Records’ goals:

Targeted new customer segments using behavioral insights.
Implemented real-time bid adjustments and audience expansion strategies.
Enhanced budget allocation between Search and Pmax to maximize profitability.

Tower Records

From vinyl to victory: Tower Records’ AdScale journey