Mark’s Gets Ready for Winterx
The Colder it Gets, The More You Save
During January and February retailers across the country experience significant declines in foot traffic while trying to clear out winter inventory, which leads to price wars. Mark’s had to find a way to break through with only a sales message. With an ambitious objective to increase sales by 10%, the question became whether flyers and low prices alone could achieve the goal.
Toronto Urban Males
Strategy and Media Used:
The strategy had to establish an undeniable need, questioning conventional approaches to clearance messaging and motivate Mark’s urban male target to visit its stores. The opportunity lay in a key insight: weather is the first and most important trigger for purchasing outerwear. Mark’s “Ready for Winter” ads, each within walking distance of a nearby Toronto store, became the first-ever digital transit ads with a live Weather Network feed to determine the discount: as the temperature dropped, so did Mark’s prices on winter apparel.
The flagship stores in Toronto experienced a 21% increase in comparable sales from 2014, surpassing the original goal of 10%. The 21% increase was 13% higher than non-participating Ontario Mark’s stores and nearly four times greater than the national category norms, which came in at only 4.7% during the month of February.