Opportunities: A Connecticut-based neighborhood food retailer needed to improve the efficiency of its ad circular distribution, internal work processes and focus on marketing specific stores based on downsizing and profitability challenges.
Challenges: Specific stores had special challenges to increase sales based on other store closings. The effectiveness of the management of ad circular distribution was suspect.
Solutions: Inexpensive direct mailers were developed, personalized by each store’s manager with multi-week coupon products. Advertising messages positioned these stores as friendly, convenient, and competitive alternatives to their large competitors. Circular distribution analysis uncovered both duplication and voids in distribution.
Results: Store traffic and sales increased. Duplicated circular distribution was eliminated. Hand-mailing work by store personnel to supplement distribution weaknesses was eliminated. Our client saved money and made money!
