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dmitrij-golovanov
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COMPANY PROFILE: furniture retailer with 4 saloons in Latvia.
INCREASE IN SALOON SALES, TIMES
Q1 Q2 Q3 Q4
50.000 MAILED
DELIVERY BTL
CAMPAIGN GOAL: decreasing influence of seasonality, increase of the average check, generating enquiries for purchases from consumers.
UTILISED STRATEGY: promotion of seller’s and his assortment status, consumer bonus boosting, decreasing discount levels.
TACTICS USED: accumulative loyalty program for consumer and sales personnel.
INCREASE OF AVERAGE CHECK, EUR
6-7/2012 6-7/2013
490 726
RIGA
DAUGAVPILS
х 2,9 х 1,1
TOOLS AND COVERAGE
+76%
INCREASE OF TOTAL REVENUE, %
6-7/2012 6-7/2013
х 1,3
х 4,2
100%
+553
CAMPAIGN PERIOD AND SESONALITY MAIN PERFORMANCE INDICATORS
4 SALES LOCATIONS
4 ISSUES
ADS
98,4% PURCHASES ON CAMPAIGN TERMS
1,6%
SESONALITY IN FURNITURE RETAIL
CAMPAIGN DURATION
INCREASE IN CLIENTA DATABASE, PERS.
55%-20%
-40%
MULTIPLE PURCHASE DEALS DURING
CAMPAIGN
DECREASE OF DISCOUNT
DURING CAMPAIGN
20%
CAMPAIGN STAGES
TASK PLAN 3 DAYS
PREPARATION
DEMA
ND
10 DAYS CAMPAIGN
30 DAYS REPORT
Http://direkt.lv
08 / 2013 CASE STUDY