USPS adds ZIP to Saks' shoe shopping

Share this content:

Not since 90210 has a ZIP Code carried such an added meaning.

In what has to be the first branding campaign created around a postal code, Saks Fifth Avenue and the US Postal Service announced that the retailer's new eighth-floor shoe salon at its landmark New York store is now known as "10022-SHOE."

"They came to us with the idea and we went back and forth because it's not a real Zip Code - it's really a marketing idea," explained Rod DeVar, USPS national manager of advertising and promotions. "This is clearly a one-off for us right now, but we're going to watch it and see how it goes for Saks."

Saks is using 10022-SHOE as part of a multi-channel advertising program that includes direct mail and customized postage. The goal is to drive home the message that the new shoe salon, which covers an entire floor, is so big that it needs its own ZIP Code.

Saks is calling 10022-SHOE New York's most prestigious shoe-shopping experience. The newly redesigned department features its own express elevator, a private VIP room, expert repair service and collections from some of the leading fashion footwear brands, including Burberry, Fendi, Givenchy and Salvatore Ferragamo. Among the new collections at the store are Gianvito Rossi, Brian Atwood and Sergio Rossi.

Saks customers visiting the department at 611 Fifth Avenue, in midtown Manhattan, will be able to mark the occasion by sending postcards with branded, customized postage designs produced by Saks, which feature artwork from a dozen top shoe designers.

Postal Service-licensed vendor Stamps.com is providing the customized postage for Saks, though DeVar stresses that the additional four letters in the ZIP Code are not required for delivery of mail to the address. The customized postage contains both a customer-supplied image and a state-of-the-art bar code that is compatible with the Postal Service's automated mail processing systems.

"This is the first time someone has come to us with this kind of thing," DeVar said. "You never say never, but we have no plans to do this with anybody else." While Saks did not return calls asking for comment, DeVar said he expects the marketing campaign should run at least through the holidays.

Even though it's a government agency, he said, the USPS realizes it's in a competitive market, and as a result, it is always looking for ideas to help companies both grow their brands and build their businesses.

"As people come to us with ideas, we're going to listen to them to see if they make sense for both parties, and make decisions from there," he added.

close

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above