Case Study: Record Breaking Retail Stores
The challenge
With ambitious growth targets Wilkinson planned to launch 23 new stores in 2008 and asked Forum to create a through-the-line campaign for a launch programme which would begin with the opening of Wilkinson’s 300th store in Clifton Moor, York.
Wilkinson wanted to promote each opening and secure each store as a regular destination to achieve budgeted average basket spend, total weekly footfall, total sales and average basket value and contribute to overall revenue plans.
Each new store presented different challenges with those in out of town shopping requiring a different approach to those on the high street or secondary positions. In addition, the size of the new store, local audience and proximity of competitors would affect the decisions on media and creative focus.
The solution
Forum developed concepts with the flexibility to accommodate different product ranges and messages to accommodate each individual store’s offering and customer profile, while promoting Wilkinson core brand values consistently and cost effectively.
The campaign focused around Wilkinson’s key messages of value and range, which Forum presented in rhyming ‘triplets’ to appeal to new and existing customers.
Forum worked with Wilkinson’s marketing team, to identify postcodes, demographic profiles and media, to target the right audience, in the right way, at the right time for each individual store.
Depending on the store profile, a bespoke media plan began up to 16 weeks prior to opening day, with building banners and window friezes, as well as window posters in adjacent stores during shopfit. On-site activity was followed by ‘Opening Soon’ ads, advertorials and pr in local and regional press with support from outdoor media.
Press advertising stepped-up at launch week to include front page or wrap, complemented by brochure inserts as well as radio advertising and pr, to secure maximum exposure.
Each store open day was celebrated with roadshows and innovative promotional and experiential activity to encourage passing trade into store.
Follow-up campaign of between four weeks and one year duration were planned on a store by store basis to boost footfall and sales during key seasonal events for example in the run up to Easter, Halloween and Christmas.
The result
The Clifton Moor store broke company records on both opening day and opening week for footfall, overall sales and highest average basket spend. Customers were queueing to shop and enjoy the entertainment throughout launch weekend.
All subsequent store launches have met or exceeded targets, with positive feedback from the Executive board, Management teams, staff and customers.
