 | Challenge: Attracting Customers To
New Business in Town
Our client was planning the grand opening of Leaf & Petal, a store that combines floral and garden products, unique gifts, a specialty coffee and tea shop, and in-store classes and demonstrations. Her goal is to replicate the model and open additional stores.
She contacted DesignQuest to create branding for the business and an advertising and direct mail campaign to promote its Grand Opening. She wanted to make sure that her brand visually reflected the experience she was creating in her establishment.
Because Leaf & Petal is focused on offering a customer experience and not a commodity that can be purchased anywhere, the challenge was to entice people to come to the store. Once they arrived, our client was sure she could get them to buy – and to come back.
The final key component of this project was planning, which is particularly critical for long-term success in the retail environment. To leverage each holiday season successfully, retail businesses must be prepared months in advance to coordinate events, advertising, and inventory.
Results: Excellent Return on Mailing, Second Store Opens
The Leaf & Petal direct mail campaign yielded an excellent return of 3%. (A good return on a mass mailing is 1%.) Additionally, each customer spent an average of $100 – much more than the $30 mentioned in the offer. So this translated into happy customers who found much to buy and a happy business owner who enjoyed great sales.
Leaf & Petal also opened a second store that includes a year-round Christmas shop and has been growing its corporate programs that offer flowers and gifts to businesses.
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