A national retailer was struggling in a highly-competitive industry: products for infants.
The company’s inability to increase their sales was a direct result of their limited reach. They needed to target expecting mothers in their 2nd trimester. More importantly, they needed these soon-to-be moms – or their family members – to sign up for their registry program.
However, the successful approach also needed to adhere to strict requirements regarding their prenatal prospects. These requirements included specific demographic selects as well as defined geographic regions throughout the country.
A Customized, Multi-Channel Strategy
Fortunately, this is one of the many industries with which AWI has years of experience. This made it easy to discover several unique sources of new leads that the client hadn’t previously known about.
AWI also took the time to assess the retailer’s current marketing efforts. Taking this extra step resulted in a powerful insight: the client needed to expand the scope of these efforts if they were ever going to reach their audience and create new customers.
Without this information, the retailer may have gone years without seeing the ROI they needed from their marketing budget.
Next, AWI developed a multichannel test strategy based on the client’s unique needs and even helped them implement it.
The solution included a weekly plan for monitoring the results of this strategy. Doing so allowed the client to identify which channels were most effective, so they could scale those up immediately – increasing revenues – and forego those that weren’t – saving money.
A Consistent Increase in Sign-Ups
This multichannel solution turned out to be extremely successful. The client’s sign-ups continuously increased, which lead to a lift to their response rate of 10%.
In addition, the retailer later reported that strategy AWI created led to improved traffic and a significant increase to their overall revenue.