At a time when economic concerns were beginning to impact the retail sector, one of the nation’s largest retailers, Macy’s, sought to draw traffic to their home stores and boost sales of higher ticket merchandise. Macy’s, which operates 430 department stores across the country, faced the challenge of gaining market share and increasing category (Sleep Shop) awareness nationwide.
All Star Incentive Marketing (ASIM) worked with Macy’s to create a gift-with-purchase incentive program to drive traffic into Macy’s stores and convert shoppers into buyers. The program focused on driving mattress sales by enticing customers with a high-value bonus gift when they purchased a qualifying mattress set during the promotional time period. Macy’s partnered with All Star because of the company’s full-service solution that includes creation and production of redemption forms, auditing of qualifying purchases, product procurement, order fulfillment, and ongoing management of customer service inquiries.
From it’s launch, the incentive program immediately achieved its goal of producing measurable sales growth on Hotel Collection mattresses. When Macy’s expanded the offering to encompass more brands, total category sales rose over initial results. One Serta mattress set, which accounts for approximately 13% of sales, spiked to 17% during the gift-with-purchase promotion.