Portfolio - Case Studies
Case Study #1: Online Coupon Campaign to drive retail sales to secure shelf space in Wal-Mart
Successful Online Coupon Campaign brought to Retail Stores
Problem: The company was having issues moving inventory for specific products in specific Wal-Mart stores across the country. The consequence of not increasing sales of the products would be to lose shelf space which would have ultimately cost the company millions in lost revenue.
Solution: Launch a highly-targeted Internet marketing campaign aimed at households within 30 miles of each Wal-Mart store that the company was having issues in. The main objective of the campaign is to drive coupon downloads in these strategic areas with the hope that the consumers would redeem the coupons in the problematic Wal-Mart stores. After being presented the problem, the first step was to figure out how to best reach consumers.
| Promotion | Much More | Slightly | No Effect | Less | Much Less |
| Coupons for Free Products | 79.6% | 18.4% | 1.2% | .8% | 0% |
| Money-off Coupon | 41.1% | 50.9% | 4.5% | 3.2% | .3% |
| Free Gift w/ Purchase | 35.1% | 47.7% | 13.1% | 3.1% | .9% |
| Cash Rebate | 29.6% | 45.8% | 15.4% | 4.5% | 4.6% |
| Free Sample | 0% | 79.4% | 0% | 18% | 2.6% |
| Contest | 12.5% | 30% | 49.2% | 4% | 4.3% |
| Sweepstake | 12.3% | 26.7% | 51.9% | 4.2% | 4.8% |
After finding secondary marketing research that showed consumers with the demographic characteristics of a Wal-Mart customer would most likely be motivated by “Money-off coupons,” we immediately established a relationship with a technology vendor to distribute coupons to the targeted areas and launched the campaign.
Results: Over 100,000 coupons were downloaded and sales numbers increased to acceptable levels. Problem solved! Interestingly enough, less than 2% of the coupons were actually redeemed, yet the results of the campaign were indisputable since the specific Wal-Mart stores experienced the boost in sales.
Additionally, total traffic to the site increased 972% in six weeks. Opt-ins also increased during this time by 80%. The revenue implications of this one small program were far reaching. The solution to this problem ended up being successful beyond our wildest dreams.