Case Study: Toys... Not just for Christmas
The Challenge
Traditionally, Wilkinson has retailed toys only in the run-up to Christmas. Customer research in 2007 revealed that Wilkinson customers wanted to be able to purchase toys in-store throughout the year.
In response to this demand, Wilkinson proposed launching a toys range in 30 of its stores, selected based on strong toy sales performance over the last two Christmas seasons as well as feedback from customer surveys and focus groups.
To make the most of this opportunity, our client knew they would need to generate awareness of the year-round toy range, drive footfall and achieve real shelf appeal to convert customers once in-store.
Because the range would be launched in selected stores only, marketing would have to be at store level rather than national and the budget for the campaign was limited.
The solution
Knowing that this is an extremely competitive market, Forum started by exploring the potential audience for the new toy range to ensure that we could achieve maximum impact in the target market on a limited budget.
Armed with this insight, we proposed a door-drop campaign distributed through local free press, targeting households fitting the Wilkinson family customer profile. The leaflet would communicate the addition of the year-round toys range to existing customers and promote the toys range as a new reason to visit Wilkinson for prospects.
To cost-effectively extend the reach of the awareness campaign, and attract passing trade, we also proposed window posters to be featured prominently in each store.
The creative execution involved the development of brand characters which would appeal to a range of ages, using colours and patterns associated with primary learning, while playful copy, communicated the Wilkinson ‘Toy Story’ quickly and clearly.
Promotional materials featured a treasure-hunt themed competition, which required customers to visit the toy aisle in-store to post their entry. A family fun day at each store offered pr opportunities and the potential to exploit pester-power to boost launch day sales.
The Result
Wilkinson reported higher than average footfall levels in the launch week and store managers reported great feedback from the customers enjoying the launch day activities.
Post launch sales performance has resulted in a roll-out to all of Wilkinson's larger stores where the toys range can be accommodated.
