Retail Reseller Support Solution
Project Description:
Sporting Goods Manufacturer Retail Reseller Support Program
Challenge:
A well known, industry-leading athletic clothing and shoe manufacturer enlisted Marketry to help develop an ongoing retailer support program. Before this program, the manufacturer provided co-marketing dollars, which were being used for space advertising and branding. The lack of a verifiable increase in retail store sales caused the manufacturer to turn to direct marketing, with the goal of "proving" that the manufacturer-provided direct marketing efforts would positively impact the retail stores’ bottom line profits.
Strategy:
Marketry identified the retail store locations and ran a complex geo-mapping program (at the Zip+4 level), enabling the mail pieces to be imprinted with the closest store locations. Marketry also developed a comprehensive direct mail plan using targeted consumer postal lists. Initial testing showed a lack of response information, based on poor lead capture at the retailer level. Marketry then helped develop and implement a retail store coupon retrieval process, which involves the manufacturer also capturing this data.
Results:
This solution validates overall response and program effectiveness, tracks performance per list, and per store. Performance is also tracked by geography, by SKU, and most importantly tracks overall increases in sales. As a side benefit, individual responder names are captured for internal use by both the retailer and the manufacturer. The manufacturer now has the documentation to show how this program benefits the retailer, and creates a better partnership between the manufacturer and retailer, improving sales for both.
