Reaching customers in high-density areas.
While working with a well-known grocery retailer, our team was faced with the challenge of using printed flyers in condos and apartments in the downtown core. People in condos in the city just didn’t consume flyer promotions like their suburban counterparts.
So how do you ensure that the foot traffic from an otherwise traditional flyer format wasn’t lost to the high distraction environment of city living?
Mail distribution proved to be too expensive to reach more customers who lived in apartment buildings.
Our team began to look into other options for the retailer in the Vancouver market. Mail and newspaper flyer delivery simply had too low of a return on investment, and didn’t result in the desired number of customers through the door at their local stores.
It was a conundrum; we needed to implement another method of advertising in apartments that didn’t rely on the traditional flyer method, but that had the positive impact to foot traffic of traditional flyers.
The most effective and cost-efficient option was to go digital.
Printed flyers were removed from apartment buildings, and instead used the screens in the lobbies and elevators of apartment buildings to advertise the retailers’ top products. The full flyer wasn’t displayed; only the key and featured items, and of course, with a digital format, this list could be updated on the fly.
An added benefit of this method? We helped the retailer become more environmentally-friendly by eliminating the production of thousands of printed flyers.