In the bustling retail landscape, particularly during the pivotal holiday season, standing out and achieving tangible growth can be challenging. Yet, for the New Hampshire Liquor & Wine Outlet, an established retailer with nearly 80 stores statewide, the 2023 holiday season was nothing short of spectacular. A state-run agency, this retailer is not just a significant player in New Hampshire’s retail sector but also a crucial contributor to the state’s economy, funneling $150M annually back into the general fund. So, when faced with the task of increasing gift card sales, the stakes were high.
But how did they achieve such phenomenal growth?
in customers and encourage participation.
The retailer partnered with wedü, tasked with the ambitious goal of not only increasing gift card sales by 15% but also enhancing basket sizes by 5% and gaining 5,000 e-mail signups. The campaign ran from November 1 to December 31, employing a multi-channel strategy to captivate customers and drive sales. The cornerstone of their promotion was a compelling offer: a $10 bonus card for every $50 spent on gift cards at outlet locations.
To further boost engagement, the campaign included an “Enter to Win” activation, with prizes ranging from season access passes for Loon Mountain to electric bike packages and numerous $100 gift card prizes. This strategic mix of incentives was designed to draw in customers and encourage participation.
Leveraging a diverse array of channels was key to the campaign’s success. The strategy encompassed radio, social media (Facebook, Instagram, Snapchat), eBlasts, out-of-home ads including CBS Pre-Roll, HULU, and Simon Mall placements, and paid Google display ads. This extensive reach ensured that the message of convenience, adventure, and added value resonated with a broad audience.
Real-time monitoring of campaign metrics allowed for adjustments on the fly, optimizing performance and ensuring the message reached and engaged the target audience effectively.
This case study serves as a prime example of effective growth strategy and digital marketing in action. By utilizing a comprehensive mix of traditional and digital channels, the New Hampshire Liquor & Wine Outlet was able to significantly boost its gift card sales during the critical holiday season, illustrating the potential of multi-faceted marketing approaches to achieve substantial growth and reach new heights in customer engagement and brand awareness.
