Sales Events
Situation.
Sales events are the bread-and-butter of retail marketing plans. No doubt it's because customers love getting the best value. Finding a way to communicate sale events in a simple, believable and noticeable manner was the challenge at Hanes Mall.
Solution.
Being cute and clever makes the customer think too much. We used bold, simple graphics to announce major sales events in a straight-forward manner. For What's On Sale, door greeters handed out sales tip sheets as shoppers entered the mall. More importantly, we built recognition for the events by repeating the events several times during a three-year period.
Results.
Hanes Mall experienced consecutive monthly sales increases for seven years in a row, and store participation in sale events grew and grew.
