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Today's millennials want to control their own experiences and environments. They want to be creative and fully explore what life has to offer.

This presents great opportunities for retailers who understand this about millennial consumers, but it may mean re-imagining how you sell your products or services for new appeal.

 

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A mature Canadian brand, End of the Roll Discount Carpet & Flooring, needed to embrace these new consumers. Through brand analysis Ball knew that continuing to use their standard discount pricing strategy as the only way to encourage purchase, wasn’t going to be enough to get these new consumers to buy.

Considering how this consumer shops, shares and communicates, Ball created a new promotion for the retailer. The promotion was called “DIY Weekend Projects” and designed to help encourage these millennial consumers to re-think how they could creatively use flooring products.

Projects PgThe promotional content showed examples of how a product could be used in different ways. Such as wood laminate flooring used to create feature walls, and vinyl flooring designed to look like mosaic tile on a kitchen back splash. The franchise chain could now present these kinds of project ideas as fast, easy, and budget-friendly to this new consumer group.

But the part that was most intriguing for this younger customer was the idea that they could customize their living spaces in ways that were unique to them.

For the retailer, this promotion provided a new way to sell the same retail products. And although ‘value’ will always be a strong brand driver for this franchise, this promotion did not rely solely on price to generate sales. This retail strategy was a surefire winner, and a win/win situation for both the retailer and the consumer.

A media strategy focused on Pinterest and Facebook, supplemented with online ads and direct mail, hit End of the Roll’s new female millennial consumers in the “dreaming” phase of the customer journey, putting End of the Roll top of mind when it came time to make those dreams a reality.

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Social Media Strategy. Pinterest and Facebook posts.

Social Media Strategy. Pinterest and Facebook posts.

Direct Mail

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When both the retailer and customer are equally satisfied it makes for a winning marketing strategy.

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