Store by Store Coverage - US Vision - JC Penney Optical Case Study 10/04/2013
Case Study: Store by Store Coverage
Challenge: Large, national optical store needs to drive traffic to stores in “out-of-the-way” markets to help maintain customer volume. Over 555 stores throughout the country need to have coverage options.
Secondary Challenge: Category exclusivity. The vision and optical category has significant competition, which locks US Vision out of some of the print media that cover their locations.
Strategy: Echo Media has access to over 2,300 unique print media vehicles and maintains a database of ZIP codes covered by these media. Using a store ZIP code list provided by US Vision, Echo Media can apply radial counts and assess store coverage. Extending the radius out by ten miles, Echo Media can also make sure that the print distribution encompasses the trade area around the store locations, not just in the store’s primary ZIP code.
Echo Media’s cafeteria approach to multiple print media options allows US Vision to choose from numerous print media vehicles in a market, not just one, so there is always an advertising option with category availability. A mix of newspapers, direct mail and other alternative media are always outlined to suit the varied nature of advertising campaigns throughout the year.
Execution: Market-by-market planning is performed annually and throughout the year to support new locations through grand openings, as well as to support stores with important sales. Within these plans Echo Media incorporates:
A cafeteria style option presentation for each market with pricing.
Coverage analysis detailing program circulation coverage around each store.
Demographic matches using census data for each store.
Active negotiation of rates to bring pricing in line with media performance.
Results: 100% coverage of store locations in need of support at pricing that makes sense from a return on investment perspective.