Wilson's of Wickford

Insight

Wilson’s of Wickford is a retailer of upscale fashions for men and women. As a family owned business with a tradition of over 60 years, Wilson’s takes pride in providing exceptional quality and unrivaled one-on-one customer service along with a good old-fashioned smile.

 

Action

Wilson’s wanted to drive traffic to the store and boost sales. Over the years Wilson’s had generated a loyal following, but did not have a direct way to reach customers.

 

Solution

To capitalize on Wilson’s loyal customers and outstanding local reputation, North Star Marketing developed a plan to launch a quarterly direct mail recognition program. Customer and prospect names were collected at the point of sale, and during in-store promotions and contests. The direct mail campaign was launched to customers and prospects living within a 20 mile radius of the store which included special offers and notification of seasonal sales.

 

Results

The direct mail campaign generated an excellent response with over 17% of recipients visiting the store to shop and customer spend increased by over 30% during promotional periods. In addition, their database grew to over 10,000 names. By reaching out to non-customers, Wilson’s also increased awareness of the store among prospects.