Locker Room Direct is a sports merchandise eCommerce brand built on Shopify, serving fans across multiple teams with licensed apparel and fan gear.
Minneapolis, Minnesota, United States
Locker Room Direct (LRD) is a sports merchandise retailer serving fans across multiple teams and leagues. Their marketing success depends on relevance—fans expect communications that reflect their specific team identity, products, and timing. As LRD expanded partnerships and product catalogs, delivering personalized fan experiences at scale became increasingly important.
Locker Room Direct was tasked with launching a series of time-sensitive email campaigns for 10 different sports teams, each requiring a distinct look, message, and product assortment. A single static email template was no longer sufficient. Each campaign needed to reflect the correct team by replacing the hero image with the team’s logo, updating the headline to the team’s full name, and showcasing merchandise relevant only to that team’s fans.
Before using the AI Email Agent, executing this campaign would have required Locker Room Direct to build and manage 10 separate email workflows—each with its own hero image, product set, copy variations, and quality checks. Every logo swap, headline change, and product update would have been handled manually, multiplying production time, increasing the risk of errors, and putting a critical launch at risk. While this level of personalization was technically possible, it was operationally slow and resource-intensive.
Locker Room Direct used TargetBay’s AI Email Agent to execute all 10 campaigns from a single base template. Instead of duplicating workflows, the team guided the AI Email Agent using a structured, multi-step prompt that defined how each version should be generated.
The AI Email Agent automatically replaced hero images with the correct team logos, updated headline copy to reflect each team’s full name, and populated the email body with product sets aligned to each team’s merchandise. All changes were applied in one repeatable execution, allowing the team to move quickly without compromising accuracy or consistency.
This approach made it possible to personalize images, products, and copy together—across multiple teams—without increasing production effort or operational complexity.
Unlike traditional email workflows or basic AI copy tools, the AI Email Agent coordinated visual assets, product selection, and messaging as part of a single execution. Rather than generating text in isolation, it applied structured instructions across the entire email layout, ensuring each campaign version was complete, relevant, and ready to send.
For teams managing multiple brands, teams, or categories, this eliminated the need to maintain parallel templates and manual quality checks, while still delivering a deeply personalized experience.
With the AI Email Agent, Locker Room Direct successfully launched 10 fully personalized team campaigns from one template.
Campaign production time was significantly reduced, manual effort was eliminated, and the risk of errors was minimized. Most importantly, the team delivered highly relevant, fan-specific experiences without slowing down their go-to-market timelines.
The same approach can be applied across a wide range of eCommerce use cases.
Brands can create segmented “New Arrivals” campaigns with tailored imagery and product assortments, generate personalized subscription previews based on customer preferences, adapt seasonal promotions by region, or manage campaigns for multiple brands with distinct styles—all from a single structured instruction set.
This case study shows that hyper-personalization does not have to come at the cost of speed or simplicity.
By removing manual duplication and coordinating personalization across images, products, and copy in one execution, marketing teams can focus on strategy and creativity while still delivering highly relevant campaigns at scale.
The same approach used by Locker Room Direct extends naturally across a wide range of eCommerce scenarios where personalization complexity limits scale.
In apparel and lifestyle eCommerce, the AI Email Agent enables teams to launch a single “New Arrivals” campaign and automatically generate multiple segment-specific versions. From one prompt, the Agent can swap hero imagery, curate product carousels, and adapt messaging for men’s casual wear, women’s activewear, or kids’ collections—without creating separate templates.
For subscription box businesses, the AI Email Agent allows a single “Box Preview” email to dynamically adapt based on customer preference tags such as vegan, gluten-free, eco-friendly, or beauty. Each subscriber receives a tailored product mix and descriptive copy generated automatically from inventory and preference data.
In seasonal promotions, the AI Email Agent makes it possible to customize campaigns by geography without duplicating workflows. A single sale announcement can be adapted to highlight region-specific products, inventory availability, and shipping deadlines—ensuring relevance without manual segmentation.
For multi-brand retailers, the AI Email Agent supports managing campaigns across distinct brands with different visual identities, product lines, and tones of voice. Using one structured instruction set, teams can generate brand-specific emails that align with each style guide while pulling from the correct inventory sources.
