Tailoring In-Store Promotions: A Manufacturing Case Study
The CompanyAn international category leader retailing in over 50 thousand locations
The ChallengeThe client turned to APT in the midst of a major capital investment in rebranding the in-store experience. They needed to identify the in-store levers, such as in-store labor, signs, and coupons, that would most successfully increase awareness of the new fixtures and drive incremental sales. There was disagreement within the company over which promotional methods worked and which did not.
The SolutionLeadership turned to APT’s Test & Learn™ software to test the three promotional activities that top management thought would have the highest ROI: direct mail, in-store greeters, and in-store signage. Using APT software, the client was able to identify which demographic characteristics and store types responded best to each promotional tactic. The manufacturer then used Test & Learn™ to isolate the impact of rolling out each tactic across its retail network in order to optimize the program.
The ResultsThe manufacturer drove increased traffic to its new in-store fixtures by recommending in-store marketing techniques specifically tailored to each store in its retail network. APT’s optimization of the the rollout plan resulted in over $1MM in incremental sales for the manufacturer.
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