Issue 07

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WIN YOUR NEXT

PEAK WEEK

WITH OUR DATA DRIVEN

APPROACH

Father’s Day Data tells us that every week in the retail home improvement industry is not
promotion pumps created equal. Some weeks offer more sales opportunities than others, and it’s
up sales to help you important to capitalize on them. Using the mindset of Winning The Weeks That
Matter in The Ways That Matter, we are helping you capture every possible sale
win big during a peak week, and also making sure that your marketing dollars are not
disproportionately spent during less productive time periods.

Ahead of Father’s Day, our team

strategized on how we could test some of “The numbers from this promotion
the new systems and promotional tools prove that if you are strategic with
we have for you. First, we started with your marketing, you will see results.
the data and looked at what categories Sales growth doubled for all the
and items are traditionally the most members who participated and
promotionally sensitive around Father’s traffic in their stores tripled. That
speaks volumes to the power of

Day. Armed with that information, our using a targeted approach.”

Marketing and Merchandising experts Andrew Hufford,
picked items from those key categories Consumer Marketing Manager

and worked with vendors to provide

the best deals possible. Then, we put those items in a circular with a distinct

Father’s Day theme that we could test market with a small group of members.

Where our circulars traditionally have had a standard look and feel, this one

was tailored specially to win sales over the Father’s Day weekend.

“Customer count was definitely Response from this test group was
strong. We had a significant exceptionally positive. Members who
amount of people checking out participated in the promotion saw
our promotional products.” a 38.53% increase in sales and the
average ticket was up by over $11.
Josh Johnson,
Ivey Building Materials Center This strategic approach isn’t only

about helping you buy smart, it’s about

selling more. It’s about changing people’s behavior so that when

your best customers see your tailored circulars they decide to buy

promotional items from your store that they didn’t even know they

needed. McDaniel’s Do it Center® successfully implemented this

concept during “I really liked the product mix. Everything
Father’s Day made sense for Father’s Day. The short
weekend and was promotion time frame created urgency for
happy with the people to come in and take advantage of the
prices. It looked really nice and the sign kit
results.

coordinated well with the print piece.”

Brad McDaniel, McDaniel’s Do it Center®

In addition to helping you
maximize your retail sales, the Consumer
Marketing team is focused on helping you tell your story more
effectively in your local market. By working with you to better define
your brand and what it means to your local customers, we can help
you design promotions that have a more meaningful impact on
everyone who sees them. This consultative approach, combining a
focus on sales and better local branding of your retail location, will
help your business grow even more.

Our team of Consumer Marketing Specialists looks forward to
meeting with you at the fall market to put together your 2019
marketing plan. Expect that we have done the heavy lifting to
create an experience for you that is focused and data driven.
But you don’t have to wait until the fall market to start Winning
The Weeks That Matter in The Ways That Matter.

Call our team today at 260.748.5576
so we can help you grow your sales

in the next peak week.

SAVE THE DATE 2018 Do it Best Fall Market SM 2019 Do it Best Spring Market SM
Indianapolis • October 12-15 Indianapolis • May 17-20

Profit Lines is
now digital

Profit Lines is moving
exclusively to digital
distribution, and this is
the final print issue. Our
goal is to bring you timely
information and sales
driven content designed
to help you grow. You will receive
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INSIDE THIS ISSUE Follow us

Issue 7 2018

Designer: Terri Wunderlin | Editor: Lauren Brune | [email protected]

WIN YOUR NEXT RETURN ADDRESS:

PEAK WEEK Do it Best
P.O. Box 868
WITH OUR DATA DRIVEN Fort Wayne, IN
APPROACH 46801