REAL. COMFORTABLE. JEANS.
PROBLEM:
Downward Pressure of In-Store Retail Sales
Wrangler was experiencing downward pressure of in-store retail sales due to a shift in online consumer behavior. In addition, in-store retail pressure has been caused by ‘athleisure’ trends and an increasing competitive landscape.
TAKING WRANGLER LOCAL.
Majority of U.S. Counties are Rural
Small towns, rural communities and those urban and suburban populations that affiliate with rural communities feel like they’ve been forgotten and feel like what they have in their backyards is worth celebrating.
Source: Pew Research Center analysis of National Center for Health Statistics Urban-Rural Classification Scheme for Counties. “What Unites and Divides Urban, Suburban and Rural Communities”
ACTION:
Target Specific Markets Surrounding Rodeo Events
Using the CLN Sales Accelerator Process, the objective was to drive total sales in targeted markets during specific rodeo events. From Rodeo Ticket Vouchers to Buy 2 Get 1 Free promotions, CLN successfully influenced consumers to travel to physical select retail stores across the United States, such as Boot Barn, Cavender’s & Murdoch’s.
RESULT:
In-store retail sales growth between 25-250% depending on the market.
Overall, CLN increased Wrangler Jeans unit sales by 73% in 2018 compared to 2017 during Rodeo Houston using SAP (Sales Accelerator Process) Smart Protocols.
Additionally, the smart-activation protocols included geo-targeting specified events and communities to drive awareness and total sales. This sparked authentic brand engagement in local communities and the best possible outcome for Wrangler.
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73% Inc. in Jean Sales During Rodeo Houston
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25-250% Inc. in Retail Sales Depending on Market
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Authentic Brand Engagement in Local Communities
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Increased Customer Retention
Wrangler Jeans 2-Year Sales Comparison Chart For Rodeo Houston
