Case Study 4
One of the nation's largest retailers drives trial and establishes loyalty for grand openings.
Challenge:
One of the nation's largest retailers was challenged with building awareness, educating consumers, driving trial, initiating shopper habit, and establishing loyalty for its new stores.
Solution:
The solution focused on saturating the new trade area by extending the client's household reach to include working consumers within a specified geographic distance of the new stores. This was accomplished through a phased program that focused on frequency and alternating messages that worked to accomplish the grand opening goals. The initial message served to educate consumers about the new location and drive trial. The second mailing was done with an offer that initiated shopper habit, and a third mailing was done to establish loyalty. The aggressiveness of the offers tapered with each mailing, and the message was designed in a way that educated and encouraged repeat visits.
Results:
The client reported that the program outperformed all other print media being used for the grand openings and it was successful for driving trial and establishing loyalty.
