A specialty furniture retailer was seeking to expand its Texas market share by targeting a new audience, New Movers. The goal was to drive more store sales and general new business, while expanding their acquisition efforts that were declining, stale, and at a competitive disadvantage.

Challenges

• The Texas market, as for many sectors, is often saturated.
• Historically, the client was at a competitive disadvantage with poor market share performance and was not in the right position strategically to reach new audiences in a timely and cost-effective manner.
• Gaining visibility into new prospect markets was a new perspective that required a different approach that blended digital and traditional marketing efforts.

Solution

The new mover campaign commenced with refining their current trading areas by using store purchase data from the past 24 months to better define each market. Secondly, from the Consumer Profile, the target audience was narrowed down to household incomes of $95,000+, with a mix of renters and homeowners. The digital ads and direct mail pieces were designed to be hyperlocal, highly targeted with specifics of the store creative including the store manager’s name and a “Welcome to the Neighborhood” incentive of a free in-home design consultation. Each New Mover household received 1 digital ad per day and 2 custom variable postcards over the course of 60-days The retailer was ecstatic about the fact that we identified key IP addresses and targeted new movers into their store areas on daily basis, bypassing all other intermediary steps that often cause needless delays.

Results

The campaign resulted in a return on Ad Spend of over 1600%. Over the four-month test, the households targeted resulted in 482 sales during this period returning more than $374,700, with an average sale of more than $777. More than half of the targets who viewed an online Ad Display also went to the physical store location, as opposed to just ordering products online.