INDUSTRY
Showcase in RETAILING
The Situation:
A Retail chain store
with about 50 stores and a steady customer base facing competition from a
major retailer with a much bigger advertising budget, needed to build a
new strategy to keep customers closer for the long term.
Actual Strategy used:
Traditional flyers in Publisac and week-end
newspapers. Emphasis was on highlighting competitive pricing. No other
incentives were offered. No mention of web address or email address on
ads.
MASTERMINDING Objectives
1- Build a customer database to communicate with via email that will be
cheaper and much more effective than the old flyer on a long term basis.
2- Build a seasonal program with email promotions that are segmented for
the right client.
3- Being able to liquidate on short notice some inventory with the
clients, without having to put an heavy promotions and spend enormous
amounts on printing.
4- Advise the customers of new and fresh arrivals on a timely manner and
see the impact of such announcements right away!
5- Establish a monthly communication with the customer base.
THERE WAS MORE... click here to get a FREE
CONSULTATION with one of our specialists.
MASTERMINDING Results
1- On each flyer to be printed request the email, give something more to
people that provide it, like a special code they will receive and get into
another drawing.
2- In store, install foldable booth to collect name with a special
drawing.
3- Send Electronic voucher at random with a limited time to use…
4- Built a 12 month promotion around the seasons, starting at fall :
a) A Back to school promo in: August, September
b) Create a big end of summer sale promotion in: September
c) A special Halloween template with a countdown with promotion :
October
d) XMAS emailing + decoration tips : November, December
5- Use the website to interact with the customers and display some of the
articles…
THERE WAS MORE... click here to get a FREE
CONSULTATION with one of our specialists.
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