After migrating from Ometria and Wunderkind in August 2025, Sigma Sports rebuilt their entire CRM foundation across Attentive’s Email, SMS, and AI. 

But the bigger shift was strategic. They replaced complexity with clarity.

The challenge

A fragmented stack limiting agility

By mid-2025, Sigma’s CRM stack had grown layered and complex:

• Ometria powering email
• Wunderkind supporting key journeys
• SMS operating with limited strategic visibility

Promotional code logic diluted margins. Journeys ran across systems. Insight was harder to extract. Operational friction was increasing.

On August 27, 2025, Sigma made a decisive move. They migrated to Attentive.

“Running a migration and a full rebuild at the same time is never going to feel comfortable. We did it because the old setup was holding us back. Within a few weeks, our engagement and revenue trends told us we had made the right call with Attentive.”
- Zachary Gomperts, CRM Manager, Sigma Sports

It was a calculated short-term risk designed to unlock long-term capacity.

Why Sigma chose Attentive

Sigma evaluates CRM platforms pragmatically.

Every technology has strengths and limitations. The real differentiator is execution, responsiveness, and partnership.

“Every platform has strengths and gaps. What really matters is how quickly the team behind it helps you move. With Attentive, our account managers and the White Glove crew feel like an extension of our own team. When we flag something, we get practical help and fast fixes, not theory.”
- Zachary Gomperts, CRM Manager, Sigma Sports

Attentive stood out in the following ways:

Focused product philosophy

Attentive positions itself as a customer relationship marketing messaging platform. It does not attempt to be a CDP or all-encompassing business solution. It focuses on segmentation, journeys, and messaging execution.

“We have seen stacks where the platform tries to do everything and ends up slowing you down. Attentive is very clear about what it is supposed to do. The segmentation, journeys, and messaging tools are powerful, but they are also straightforward to run day to day. That focus makes a huge difference for a small, high-output CRM team.”
- Zachary Gomperts, CRM Manager, Sigma Sports

Agility for a lean team

Sigma operates as a small enterprise business. Efficiency is essential.

“For a long time, I was basically running CRM on my own. With Attentive, I can plug in relatively simple inputs and get very sophisticated outputs. The tools handle a lot of the heavy lifting, so even as a small team we can run a serious omnichannel program.”
- Zachary Gomperts, CRM Manager, Sigma Sports

That shift from complexity to clarity created room for acceleration.

Rebuilding email with intention

Instead of replicating legacy architecture, Sigma rebuilt strategically:

• Multi-step cart abandonment
• Multi-channel abandonment flows
• Welcome redesign
• Birthday and second purchase journeys
• Abandon product and abandon browse journeys
• Structured domain warm-up

Instead of separate systems triggering separate experiences, customer behavior now flowed into coordinated messaging sequences. Email and SMS were aligned inside the same orchestration layer, enabling more consistent timing, targeting, and creative strategy.

This shift transformed CRM from parallel channels into a single omnichannel engine.

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Click velocity saw a 120% month-over-month acceleration.

Across September and October 2025 combined, email engagement improved versus the prior Ometria stack:

• Open rate increased 53%
• Click rate increased 141%
• Total clicks increased 136%

In October 2025 compared to October 2024:

• Opens increased 64%
• CTR increased 161%
• Clicks increased 329%

This was achieved with only a 3% increase in sends.

Steady-state performance in January 2026 versus January 2025 showed an even stronger commercial outcome:

• Journey conversions increased 370% YoY
• Journey revenue increased 268% YoY
• Journey sends decreased 50% YoY
• Revenue per journey send increased 634% YoY
• Campaign conversions increased 229% YoY
• Campaign revenue increased 318% YoY

This improvement also reversed a longer-term engagement trend. Under the previous stack, Black Friday email click-through rate had declined for multiple years while send volume increased materially to sustain growth. In October 2025, Sigma reversed that pattern versus October 2024.

SMS repositioned as a revenue driver

Prior to migration, SMS operated in the background. After, it became central to Sigma’s strategy.

From September to October 2025, compared to the same period in 2024:

• Messages sent increased 339%
• Clicks increased 386%
• Conversions increased 191%
• Revenue increased 199%
• Click rate improved 10%

In a cleaner like-for-like comparison, January 2026 versus January 2025, Sigma’s SMS program also showed stronger scaled performance:

• SMS campaign deliveries increased 898% YoY
• SMS campaign revenue increased 770% YoY
• SMS campaign conversions increased 404% YoY
• SMS journey revenue increased 189% YoY
• Total SMS revenue (campaigns + journeys) increased 261% YoY

Because SMS was on Attentive in both January periods, this is a direct platform-to-platform comparison.

Subscriber acquisition accelerated because visibility improved and on-site capture became intentional. SMS evolved from a secondary channel to a structured growth engine.

AI Pro expanding reach and precision

Sigma also implemented Attentive’s AI Pro suite.

Identity AI identified more abandonment events by matching first-party browsing behavior to known subscribers, increasing journey reach beyond obvious triggers.

Audience AI refined inclusion and exclusion logic within segments, improving targeting precision.

Send Time AI optimized delivery timing at the individual level.

“AI Pro is not a separate project for us. It is built into how we run campaigns and journeys. Identity AI helps us capture more of the real behavior on site, Audience AI cleans up who we target, and Send Time AI gets messages in front of people when they are ready to act. That combination is where the 10% uplift comes from.”
- Zachary Gomperts, CRM Manager, Sigma Sports

Following AI Pro implementation in October 2025, Sigma achieved a 10% revenue uplift.

Subscriber recovery with discipline

By October 2025, active subscribers saw a 55% growth in six weeks.

Four cold-contact warm-up campaigns in early October 2025 delivered a 30% reactivation rate among warmer segments and reactivated close to 10,000 contacts. 

Deliverability was protected. Expansion was controlled.

Margin strategy rebuilt

Under the previous stack, sign-up codes were ubiquitous and diluted promotional effectiveness.

From September to October 2025, compared to the same period in 2024, Sigma transitioned to unique lead generation codes tied to active subscription.

During the rebuild period:

• 87% of profit was protected
• Overall margin increased 15%

Promotional structure became cleaner and more strategic entering 2026.

The omnichannel impact

From October 1 to October 14, 2025 compared to the same period in 2024:

• Engaged sessions increased 89%
• Revenue increased 33%
• Average transaction value increased 23.5%
• Reserve and collect revenue increased 92.9%

As the program matured, Sigma’s Black Friday 2025 performance (November 1 to December 7) versus the same period in 2024 reinforced the conversion-efficiency story on an apples-to-apples GA4 basis:

• CRM sessions increased 3.5% YoY
• CRM transactions increased 50.4% YoY
• CRM revenue increased 51.6% YoY
• Reserve and collect revenue increased 47.3% YoY

In the cleanest full-program year-over-year comparison, January 2026 versus January 2025:

• Total sends (email + SMS) increased 32% YoY
• Total conversions increased 277% YoY
• Total platform revenue increased 279% YoY
  

The bigger shift

Sigma did not adopt Attentive for feature volume. They adopted it for clarity.

By simplifying their CRM stack, focusing on messaging performance, embedding AI directly into execution, and strengthening their partnership with a responsive support team, Sigma transformed CRM from a layered system into an efficient growth engine.

Within six weeks of migration in 2025, they rebuilt their foundation for long-term omnichannel scale with Attentive.

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