Solutions | Integrated Marketing
Choice Pet Supply New Store Opening

Choice Pet Supply New Jersey New Store Opening

Objective

Launch the Choice Pet Supply brand and first store in New Jersey.

Grow sales and customer base to profitable operations within 45 days.

Strategy

  • Generate brand and store location awareness among local pet owners
  • Stimulate store traffic
  • Convert visitors to purchasers
  • Capture visitor and customer data for on-going conversion and retention efforts

Solution – Tactics

Awareness

  • Be found, online and offline

Pre-launch

  • Local PR – local papers, local online news & info sites
  • Geo-targeted Radio schedule
  • Relationship Building – Pet service providers engagement – pet rescues, veterinarians, kennels, groomers, trainers
  • Social media – Announcements: Online directories: Yelp, Google+, 8 other directories; Facebook/Instagram & Pinterest announcement posts.

Launch period

  • Traditional media
  • Geo-targeted radio schedule and radio remote event
  • Geo-targeted print ads – newspaper, and customer inserts with high value coupons
  • Outdoor signage, posters, coupon collateral distributed across the community – diners, shopping center, partner locations
  • Online social media – Facebook, Instagram, Pinterest, Twitter, and planned sharing between partner pages

Store Traffic, Purchase

  • Social selling – AmazonLocal geo-targeted pet owners promotion, Facebook coupons
  • In-store pet adoption event
  • In-store Promotion – deep discount merchandise display, manufacturer sampling, gift with purchase, store sweepstakes
  • Grand Opening radio remote – local personalities, giveaways and prizes
  • Woofer – brand mascot on-site, sticker giveaways

Conversion, Retention, Data Capture

  • Bounce-back coupons
  • Sweepstakes entries
  • Future dated coupons
  • Loyalty program sign-up with purchase

Results

  • Over $42K in sales in 30 shopping days of launch month at a 57% gross margin
  • Over $5K in sales 3 hour launch event
  • Sales reached $60K in 45 day window, maintaining a 59% gross margin
  • Acquired 1714 new customers in 45 day period
  • Grew email database by 6,000 customers and prospect addresses