The main objective was to incentivize customers to upgrade their purchase to include high-premium product, specifically the WIX XP filter. With an initial budget of $220,000, the client wanted to create a promotional initiative with a nation-wide reach. They needed help with logistics and execution to make sure that every single one of their brand partners (auto-parts stores) is able to create the same WIX brand experience in their stores, no matter the location.
Strategy & Execution
This project gave us the opportunity to activate many different internal departments and allow them to all work together to execute the objective.
Our sourcing team was able to merchandise unique, industry-relevant product that would entice the customer to upgrade to the higher-premium product at their point of purchase. The “scratch & win” feature not only added a level of excitement for the customer, but it also allowed us to showcase multiple tiers of product with varying values. Once these products were sourced, our creative team jumped in to help apply brand-related graphics to the pieces to allow for the WIX marketing team to see how the kit could “come to life”.
Final decisions were made for the packaging and product selections. The kit featured a mix of drinkware, headware and accessories along with WIX branded collateral.
The WIX XP “Scratch & Win” cards drove the promotion, along with the POS marketing materials for each of the stores to display to promote the contest. The entire kit was fulfilled and shipped by our internal kitting department; 2,000 kits in total, 25 items per kit, all products imprinted, packed and cello-wrapped.
All of the auto parts stores that have participated in the promotion have seen an increase in sales of the high-premium WIX XP product. Since the promotion is a long-term initiative, we are still seeing the positive results roll in. The ability to achieve “instant gratification” at the time of purchase has been appealing to the customers!
Not only was this was a success business-to-consumer campaign for WIX, they were so pleased by the execution of the project that they have continued to work with us for their promotional needs. This has led to a huge business-to-business success for us. An additional kitting project (with a new initiative and new products) is currently being fulfilled in our warehouse with similar specifications: 500 kits in total; 30 items per kit (including mugs, dry erase boards, notepads, a clock and more), all products imprinted, packed and cello-wrapped.