The “It’s The Way We Make Them Feel” campaign extended to all print and promotional ads. But what makes these ads different is that they ads pass the ‘hand-over’ test; meaning they share Ingledew's brand story in a way that their competitors could not, by clearly articulating the brand's point-of-difference (and consumer benefit). And because Ingledew's is so confident in their advantage, they even refer to other competitors in their message. A bold move which proved successful.
As a retention strategy to stay connected with past customers—in a relevant way—we redesigned and developed the e-blast template. We introduced a new, more personalized, format when we launched the overall branding campaign. In addition to providing a better way for Ingledew’s to maintain an ongoing relationship with past customers, our e-blast campaign has consistently resulted in open and click-through rates that are significantly higher than industry averages for similar retail categories.
To reinforce Ingledew’s mastery for finding the perfect fit and to showcase their fashionable styles, we developed the idea for the ‘Fit Mobile’. Instead of communicating to shoppers while in store, the ‘Fit Mobile’ would take the message to the streets. It would park in high foot-traffic areas and passers-by would be encouraged to have their feet measured. After experiencing the brand difference first-hand, they would then be handed a Comfort Card with their ‘actual’ shoe size recorded. The card would also contain a discount for shopping at an Ingledew’s store.