Case Study: Chico’s Drives Awareness, 
Sales Via Display Ads

Chico's was a company in transition at the end of 2009. It was coming off a turnaround year that had seen its net sales grow 8.3 percent, comparable store sales increase 6.1 percent and direct sales jump 39.3 percent. But the women's apparel retailer believed there was more market share for it to grab, particularly online. The challenge was to drive awareness for its three brands, each of which was evolving in its own right.