Each year, Future Shop, Canada’s largest retailer and e-tailer of consumer electronics, competes with other retailers to position itself as the number one destination for holiday gifts and Boxing Day deals. It is imperative for Future Shop to remind consumers that each year, dedicated Product Experts are there to guide them in the right direction.
Beyond the conventional holiday deals, Future Shop aims to help its customers through the often stressful process of gift giving. To overcome this holiday hurdle, Future Shop proactively sought to uncover Canadian attitudes and behaviours surrounding gift giving throughout the holidays. With this information in hand, the Product Experts had the tools to become the season’s top “interventionists” by providing gift giving solutions, ensuring bad gift giving came to a halt and that customers had positive shopping experiences.
- Position Future Shop as the go-to retail destination for affordable & exciting gift giving, resulting in higher holiday sales and overall preference towards the brand
- Increase the company’s Fiscal Year 2010 holiday season (2009) PR Campaign results by 10 per cent
The Citizen Optimum strategy was to provide media outlets with several relevant and interesting story angles in order to maintain a strong media presence throughout the entire holiday season. We also presented Future Shop Product Experts as the interventionists to solve all gift giving woes and provide the tools for the most fulfilling holiday shopping yet.
Future Shop measured the success of the Future Shop Holiday 2010 campaign against its program objectives. Awareness was determined using media impressions as measured by MRRP reach data, while national coverage was measured by ensuring there was coverage in each of Future Shop’s markets. Media relationships were determined by feedback about the campaign from editors and reporters.
Citizen Optimum exceeded impressions by 36 per cent above target and 40 per cent above 2009 impressions, with coverage in every province, as well as widespread national exposure.
Interviews across the country with Future Shop executives and Product Experts established Future Shop as a local expert in the neighbourhood resulting in strong sales on products relevant to target audience, specifically those that were featured in media materials.