co-op attle case study

KEY VIRTUES OF THE PLAN:

  • Hyper-local campaign supporting a Co-op store refurbishment
  • Highly targeted to a precise area around the Attleborough Co-op store.
  • Delivered a localised multi-layered campaign.
  • Utilised the best of the local media available, including sponsorship of local football club.
  • Gained funding for the campaign from 4 Co-op brands
  • We created a series of radio ads at minimal cost

THE SOLUTION:

Our solution was to use our unique set of data sources to find current and potential customers in the vicinity of the store, and to use hyper-local media to drive them into store on the day of the re-opening and beyond.  We used a variety of different media from in-store FSDUs, out-of-store digital screens and around-the-store: sponsorship of Nuneaton Football Club, local news Facebook page, local radio airtime, (which included a free interview with the breakfast show presenter) and a tightly targeted leaflet drop.  In order to encourage customers to re-visit the store, we ran a number of promotions on the doordrops and created a series of 5 radio ads, each with a different promotional offer.

THE RESULTS:

The store recorded a sales uplift of 30% yoy in the 4 weeks following the store opening.   Co-op were very impressed by the results which surpassed all of their expectations and the Attleborough store is now their best performing.

This was a multi-faceted campaign which really connected with the local community and we continue to see the benefits.  We will be rolling this out as a blueprint for all store re-openings in the coming year.”