New Balance DM IN-STORE DIGITAL SALES EXPERIENCE by SapientNitro Miami

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IN-STORE DIGITAL SALES EXPERIENCE

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Industry Sportswear, Athletic Footwear & Accessories
Media Direct marketing
Market United States
Agency SapientNitro Miami
Associate Creative Director Chris Cobb
Creative Director Derek Fridman
Released April 2011

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Advertiser: NEW BALANCE
Product/Service: SPORT SHOES
Agency: SAPIENTNITRO
Date of First Appearance: Apr 20 2011
Entrant Company: SAPIENTNITRO, Miami, USA
Entry URL: http://www.creativeawards2011.com/NewBalance
Creative Director: Derek Fridman (SapientNitro)
Technical Director / Senior Marketing Executive: Michael Leonard (SapientNitro)
Managing Director: Peter Cundall (SapientNitro)
Account Director: Maura Nagle (SapientNitro)
Associate Creative Director: Chris Cobb (SapientNitro)
Visual Design: Elizabeth Collins (SapientNitro)
User Experience Design: Jue Lu (SapientNitro)
Project Manager: Kenneth Harper (SapientNitro)
Project Manager: Carolyn Cesario (SapientNitro)
Architect: Brad Dillon (SapientNitro)
Interactive Developer: Michael Ayers (SapientNitro)
Interactive Developer: Cameron McCleary (SapientNitro)
Interactive Developer: Steven Elliot (SapientNitro)
Interactive Developer: Brandon Alexander (SapientNitro)
Interactive Developer: Alok Rao (SapientNitro)
Interactive Developer: Matt Lewis (SapientNitro)
Interactive Developer: Fred Stroud (SapientNitro)
Media placement: IPad Application - IPad Application Used In-Store - 20 April 2010

Describe the brief/objective of the direct campaign.
The objective was to increase retail sales by transforming the task of buying shoes into an experience and enabling customers to learn about and interact with New Balance products digitally, using a in-store tablet application. Additionally, sales associates would use this technology to customize the customer in-store experience in a highly-targeted way.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Through client collaboration, we agreed on a point of view, deciding to rethink the concept of retail customer engagement. We examined business requirements and identified specific technology that would help best achieve these goals. That technology was then brought to life via comprehensive user experience wireframes, visual design, branding and fabrication.

Explain why the creative execution was relevant to the product or service.
The New Balance iPad sales application serves as a customer engagement tool that displays social content, rich media including Flickr photo sets, informative videos and captures customer information for targeted marketing efforts. Ultimately, it leads to sales by creating a more personalized “in-store” experience. Additionally, the application is a sales tool that allows associates to assist customers with everything from sizing, product information and comparisons, to purchasing inventory online. It offers a view of the full range of New Balance products and provides comprehensive information about them. Associates are well equipped and able to precisely match customers with products.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The New Balance In-Store Digital Sales Experience focused on both hard business metrics and softer customer and sales associate satisfaction goals. The primary success measure will be an increase in in-store sales. This will be measured in three components:
• Support primary purchase decision-making which will be measured by transactions per store visitor.
• Effectively enhance cross-sell and up-sell capabilities which will be measured as items per transaction.
• Enable endless aisle inventory fulfilment which will be measured through New Balance’s direct-to-customer in-store orders. The target increase for the pilot store is 30% increase in each measurement.