Q: Can you describe your recent grandparents-focused campaign?
A: Our brand new “Grandparents Mondays Club” launched about two months ago. We’re providing grandparents with a special code that enables them to come into our store or shop online on Mondays for an additional 10% discount. In the e-mail, we also highlight specific products that grandparents might be interested in.
Q: Why Mondays?
A: It’s our slowest single retail day. It was a way to get us to drive traffic as well as to talk to an audience that is hard to reach.
Q: What were some of the challenges of this campaign?
A: Well, there are no easy sites out there capturing grandparents with grandchildren between the ages of 0 and 5. So we e-mailed our customers and asked them to pass information about the club discount on to their parents. We saw a pretty high pass along rate, which helped drive our initial sign-up. And in store, anyone who looks like a grandparent is approached and asked if they want to sign up.
Q: Is there anything you would change about the campaign?
A: I probably wouldn’t have started the campaign in the midst of the holidays, because it’s hard to get as much traction out of it. We could have experimented with some of the aspects of the campaign. However, the campaign has really built momentum over the past six to eight weeks in terms of the number of people who have signed up for it.
Q: How have people responded to the campaign?
A: About 2,000 grandparents have signed up for the club. We are getting better than a 50% open rate on the club e-mails. And, we’re getting about a 35% click-through rate as well.
Q: Why do you think the campaign has been so successful?
A: I think one of the reasons it was so successful is that no one is really talking to grandparents in this way. And we’re also providing something of value with the 10% discount on Mondays, and teaching grandparents about all the new things that have come along since they had their own children.