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Client: A retail shoe store operating 4,500 outlets in the US, Canada and Puerto Rico. The company has a unique children’s shoe offering to accommodate their various childhood development stages. |
Challenges: The long term goal was to be able to communicate with the parents of infants over a number of growth years as children move through many shoes. To do this, the company needed to capture customer information while also generating incremental revenue by driving traffic to the stores.
Solution: As a promotion, the company offered free shoes to all newborn babies until the baby was two years old. Management Analytics Group built a robust database to track those who responded to the promotion and then tracked their incremental purchases using store sales data. A follow-up communications plan was used to stay in touch with promotion responders on a regular and ongoing basis.
Results: With the insights provided by M arketing Analytics Group, the program was highly successful. Almost half of all promotion redemptions were associated with purchasing additional merchandise. Customer retention was excellent. In the client's words , the results have been "beyond successful."
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