Reimagining The Go-To-Market Strategy

Despite a robust launch plan that included an influencer program and digital advertising, The Kroger Company’s new private label shaving line was not hitting critical growth KPI’s. It didn’t help that Kroger merchandising recently introduced a national competitor, Harry’s, onto store shelves.

Kroger tapped Brandience to help them rethink their retail brand marketing and strategy and get Bromley’s for Men sales on track. We dug into available data on customer journey, target audience, past digital media campaigns, social media engagement and sentiment, competitive messaging and tactics.

Driven by data

Transaction data were also available, but we were missing any level of awareness tracking. So, as one of our retail marketing services, we conducted a quick online study to see how the previous campaign had impacted awareness. The study enabled us to set a base level for future KPI’s.

We determined that messaging and media hadn’t been focused enough to create desired actions and the campaign hadn’t done enough to build brand awareness. So, we recommended a new approach to relaunch the brand.

Success comes with focus

Building on fresh insights, we created a more focused plan with messaging concentrated on the brand’s top two differentiators: its 7-blade razor and the newly designed Get-A-Grip handle. Media was focused, too, with highly targeted paid social ads and pay-per-click, and a (test) layer of radio to build awareness.

47% lift with staying power

The test achieved +47% lift in units sold during the test period and maintained +43% lift in units sold for a 6-week post-test period. The results not only show a lift with a solid payout, but the extended positive residual effect the campaign had on sales. System-wide roll-out is next on the agenda.

‍