Carpet & Flooring Retailer

Situation/Context

• Seven retail stores in the Dallas metro area with total annual revenues of $20 million
• Number of shoppers decreasing while competitors was increasing
• Shop-to-buy ratio dropped from 67% to 32% over nearly three-year period
• Media spending decreased 39% vs. competitors at 29% over two years

Challenge/Objective

• Increase lead pool of shoppers
• Improve close ratio from current shopper-to-buyer conversion rate

DMNmedia Solution

• Develop target audience profiles (“CFO Mom” who makes 85% of household spending decisions)
• Map target consumer profile against DMNmedia portfolio readers
• Develop new print creative with compelling offer and distinct call to action
• Media plan using full market wrap, full market insert and Hispanic-targeted spadea
• Website refresh, new banner ads and links to TV advertising
• Internal sales promotion aimed at improving lead tracking

Results

• Sales leads increased 41% in September and 52% in October
• Performance directly tracked to DMNmedia media portfolio and creative
• Up to three times the performance of competitive print products