A leading apparel brand, whose products are sold online and at retail, was losing share and looking to build trial and awareness of a new location. With most of their media focused on reaching people at home, the client looked to WorkPlace Impact to drive incremental business among the busy, on-the-go working consumer.
Knowing 61% of working Americans shop for apparel near their workplace, WorkPlace Impact developed a campaign to drive retail traffic from area workers while providing an incentive to shop online during their lunch break. The promotion was executed through HR managers, who delivered special savings certificates to their employees by hand or with paychecks. The solution also included targeting that combined demographic and geographic customization to appeal to the brand’s target consumer.
The client reported that the WorkPlace Impact campaign had over 2 times the response and a much stronger ROI than all other print media previously used. In total, the program drove over 4% in-store redemption and nearly 2% online, with an average transaction that was over 19% higher than normal.