Project Description

Secondhand Shouldn’t
Mean Second Best

Secondhand Shouldn’t Mean Second Best

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INDUSTRY:
Retail

SERVICES PROVIDED:
• Asset Audit
• Audience Research
• Competitive Analysis
• Brand Positioning
• Advertising Campaign
• Brand Refresh
• Content Development
• Operating Plan

American Thrift Stores logo with rack of clothes

Challenge

American Thrift Stores did not have a clear position in the market. In fact, the company presented itself very differently in each customer touchpoint – website, social media, email marketing, print marketing, billboards, recruiting platforms, etc.

Solutions

To better understand the playing field, we conducted extensive research which revealed several factors beyond price that were important to current and potential customers.

We then developed new brand positioning and core messaging that could be executed across channels to bring consistency to the marketing and communications efforts. Foundational elements included a brand manifesto, business purpose, vision and mission statements, marketing tagline, company values, and brand attributes.

Results

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The development of new brand positioning and implementation of a proactive integrated marketing strategy helped drive a significant increase in store traffic and conversions, while the customer and competitive research provided the management team with valuable insights that will generate future growth.

Retail customer check out
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