Clarks

SPRING FLYER AND CONSUMER FEEDBACK

THE SITUATION:

In recent years, Clarks Shoes has spent hundreds of thousands of dollars to distribute more than 1 million seasonal flyers nationwide. But the retailer lacked direct communication channels with its customers and was unable to measure the flyers’ marketing effectiveness. The pressing marketing questions Clarks had to answer: do flyers really influence sales and drive traffic to their retail stores?

THE CHALLENGE:

Helping Clarks determine whether flyer ROI justifies production and distribution costs, then finding a creative way for the brand to communicate with its customers while generating relevant metrics that inform its ongoing marketing initiatives.

THE SOLUTION:

We added a QR code and Text short code to the Clarks flyer that customers could scan or text for a chance to win free shoes for a year. Each entry was directed to a customized, mobile-optimized website we built for Clarks. Customers were asked to answer a few survey questions about the flyer before completing their contest form.

THE RESULT:

Using our proprietary mobile dashboard, Clarks was able to glean key analytics in real time, while opening new lines of communication with its consumers. Clarks used these critical insights to determine key demographic information about its clientele – from age and buying habits, to location and preferred tech platforms – and make cost-saving decisions about better ways to deploy its flyers in future.