INDUSTRY: Retail/Sporting Goods Store

PROFILE:

Fast-growing, publicly traded retailer operates more than 255 stores in over 34 states, mostly in the Eastern United States. The “big box” stores contain smaller shops featuring sporting goods, apparel and footwear for leisure pursuits ranging from football and golf to hunting and camping.

MARKETING OBJECTIVES:

• Maximize sales and profits while closely controlling expenses.
• Build a marketing database for direct marketing and analysis.

MARKETING INITIATIVE:

Database Marketing and Loyalty Program Creation

Communifax® partnered with a national sporting goods chain to deliver database marketing services that allowed the chain retailer to track credit card customers’ purchasing data. This allowed the retailer to disseminate highly targeted direct mail pieces that were crafted based on past purchase data.

Additionally, Communifax created a loyalty card program for the sporting goods company. Initially, the program was implemented for specific product lines, and quickly was expanded to a storewide initiative for underperforming stores across the country. In the first year the ROI for the loyalty card program was approximately 10%.

RESULTS:

• Database marketing efforts that consistently yielded a 10% - plus return and approximately 15% during peak season promotions.
• Established a solid customer database through the institution of a loyalty marketing program.
• Regions or super regions that were early adopters of the loyalty program benefited from sales results that were upwards of 30% above target/plan.