CREATIVE TESTING
SAKS FIFTH AVENUE
CLIENT
Saks Fifth Avenue
PROJECT
SaksFirst Category Expansion Campaign
CHALLENGE
Saks Fifth Avenue wanted to create a solution to inform their cardholders about the bonus benefits they could accumulate from making everyday purchases with their Saks First card and entice them to make purchases in the home improvement and furniture areas.
STRATEGY
A multi-channel campaign was created including direct mail, email, and retail signage which targeted cardholders who had made minimal purchases in the home improvement categories within the last year. Illuminating the benefits that come with using the card for everyday purchases, we focused on creating a “top-of-wallet” strategy and used incentives as immediate CTAs for the consumer.
RESULTS
By running the campaign in the springtime, when home improvement purchases increase, we were able to lift “top-of-wallet” use. Through customer data, we determined that everyday card use in the home and garden area was increasing steadily and determined that another seasonal campaign in the fall for back-to-school purchases would be beneficial.
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