Background

The Forzani Group is Canada’s largest retailer of sports equipment and apparel, with hundreds of stores operating under more than a dozen banners, including Sports Experts, Sport Chek and Atmosphere. The company follows a multi-faceted and comprehensive marketing strategy that includes regular advertising campaigns to build brand awareness and promote specifi c sales events.

Marketing strategy and challenge

The Forzani Group advertises in a wide variety of media, including newspapers and magazines, radio and television, and email and direct mail. Until recently, the company also participated in an independent customer-loyalty program. The program’s customer database provided the information the company needed for direct-mail campaigns. The Group’s highly successful, bi-annual VIP sales events, for instance, relied heavily

on this information. The company recently left the independent customer-loyalty program to build one of its own, however, and lost access to the existing customer database.

Canada Post solution

To demonstrate the value of the Unaddressed Admail and GeoPost services, Canada Post partnered with the Forzani Group on a test campaign. The campaign featured the same offer used in previous VIP events and focused on stores under three of the company’s franchise banners: Atmosphere, Sports Experts and Intersport. The GeoPost

Success Stories

For more information about the GeoPost and Unaddressed Admail services, please visit canadapost.ca

Forzani Group Ltd. (FGL) Campaign combining the GeoPost™ and Unaddressed Admail™ services matches sales performance achieved through customer-loyalty program’s database.

CLIENT: Forzani Group Ltd. – Franchise Division

SECTOR: Retail sports equipment and apparel

GOAL: Increase sales

SOLUTION: Canada Post’s Unaddressed Admail™ and GeoPost™ services

The Forzani Group is Canada’s largest retailer of sports equipment and The Forzani Group is Canada’s largest retailer of sports equipment and The Forzani Group is Canada’s largest The Forzani Group is Canada’s largest The Forzani Group is Canada’s largest retailer of sports equipment and The Forzani Group is Canada’s largest retailer of sports equipment and The Forzani Group is Canada’s largest The Forzani Group is Canada’s largest retailer of sports equipment and

The Forzani Group advertises in a wide variety of media, including newspapers The Forzani Group advertises in a wide variety of media, including newspapers The Forzani Group advertises in a wide variety of media, including newspapers The Forzani Group advertises in a wide

To demonstrate the value of the Unaddressed Admail and GeoPost To demonstrate the value of the To demonstrate the value of the To demonstrate the value of the To demonstrate the value of the To demonstrate the value of the

“ The GeoPost and Unaddressed Admail services are a great way for us to fi nd and connect with new and existing customers.”Ginette Dalpé, The Forzani Group Ltd.

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GeoPost™ and Unaddressed Admail™ are trademarks of Canada Post Corporation.

service identifi ed homes located near individual stores across Quebec; the Unaddressed Admail service delivered bilingual postcards to approximately 1.5 million households. The Forzani Group then tracked usage of the coupons included in the postcards.

Results

The campaign generated remarkable results—total sales at participating stores were more than 95 per cent of the sales recorded during the previous year’s VIP event. “What’s most impressive about the results is that, unlike in previous years, we had no way to target our best customers,” says Ginette Dalpé head of customer-relationship management and media planning for the Forzani Group. Given the positive results, the company plans to expand its use of the GeoPost and Unaddressed Admail services in future campaigns.

The campaign generated remarkable results—total sales at participating The campaign generated remarkable results—total sales at participating The campaign generated remarkable results—total sales at participating

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F3 : % Escompte ArticleF3: Item % Discount

Valide du mercredi 10 novembre au vendredi 12 novembre 2010 sur la marchandise en magasin seulement. Limite d’un coupon par achat. Le coupon doit être présenté et remis lors de la transaction. La présente promotion ne peut être jumelée à notre promotion « Suivez la piste 50$ – 100$ » ni à aucune autre offre promotionnelle. Restrictions additionnelles : les services d’atelier, les cartes-cadeaux, les chèques-cadeaux, les coupons de réduction, les achats effectués antérieurement, les cartes-rabais, les offres de tierces parties, les mises de côté, les commandes spéciales et les billets d’événements sont aussi exclus de la promotion. Aucune valeur marchande. Les rabais de ‹‹ LE GRAND SPRINT ›› sont applicables avant taxes. Valide dans tous les magasins participants. MD/®Marque déposée de Le Groupe Forzani ltée. ®IIC-INTERSPORT International Corporation Gm bH utilisée sous licence par Le Groupe Forzani ltée.Valid from Wednesday, November 10 to Friday, November 12, 2010 on in-store merchandise only. Limit of one coupon per purchase. Coupon must be presented and surrended at time of purchase. This offer cannot be combined with the ‘‘Follow the trail $50 – $100’’ promotion or any other promotional offer. Additional restrictions: shop services, gift cards, gift certificates, discount coupons, previous purchases, discount cards, third-party offers, layaways, special orders and event tickets are excluded from this offer. No cash value. ‘‘THE BIG SPRINT’’ discounts are applicable before taxes. Valid at all participating stores. Registered trademark of The Forzani Group Ltd.

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