ACQUIRING NEW CUSTOMERS

Problem: Wacoal’s signature cause marketing event, Fit for the Cure, is a key sales driver and new customer acquisition tool. The in-store events, 1320 each year, offer free bra fittings and Wacoal makes a donation to Susan G Komen for every person who participates. Attendance has historically depended on pre-event retailer clienteling plus organic store traffic.  Yet staff cutbacks and traffic declines call for new solutions to drive attendance.

Solution: Developing a mobile optimized, on line bra fitting sign up tool and a paid digital campaign to attract new consumers to the events. The national program has had remarkable success:

• 18% increase in appointments, a 7.5% increase in revenue, with 4300 digital signups attracting 60% new brand triers, with an estimated lifetime value of $10Million.