In Store Program: SaksFifthAvenue.com

Case Study: Launch of SaksFifthAvenue.com

Objective:

• Educate consumers of the site launch and create an extensive email database of current Saks customers.

Strategy:

• Create a national in store program, where promotional models can be utilized to intercept consumers during peak sales hours while positioned in high traffic areas. Setup includes a branded table, Saks booklets and a laptop to collect email addresses and other information from customers.
• Execute program in 62 markets simultaneously with 10 days lead time.
• Seven consecutive days of promotions in each store.
• Hire, train and schedule models that are PC literate, sales oriented and fit the Saks image.
• Communicate to consumers that Saks Fifth Avenue will donate $1 to the Fashion Target Breast Cancer Organization(FTBCO) for every email address collected during the promotion.
• Distribute literature on the Saks web site and the FTBCO offer.

Results:

• Staff collected more than 20,000 email address and raised over $20,000 for FTBCO.