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Retail

Schuler Shoes

OVERVIEW:

After more than a century in business, with nine retail locations plus a robust online e-commerce platform, Schuler Shoes, based in Maple Grove, MN, is a true Twin Cities institution. After advertising primarily during its seasonal kick-off event for several years, the retailer worked with Comcast Spotlight and the shoe brands it sells to extend its marketing by focusing on both the wide range of products available and the store’s unique knowledge of proper footwear fitting.

STRATEGY:

After more than a century in business, with nine retail locations plus a robust online e-commerce platform, Schuler Shoes advertised across the full Twin Cities area, with a core demographic of women aged 35-54. The retailer wanted to focus on a slightly younger audience, aged 35-49, and with Comcast Spotlight’s research data, focused on a mix of broadly popular and niche-appeal TV networks, with commercials spread throughout the day for maximum reach. The media plan included brands such as Food Network and the Cooking Channel, A&E, Lifetime and Lifetime Movie Network (LMN), WE tv, Oxygen, Bravo, HGTV, Hallmark, truTV, OWN and TV Land. Fittingly, the plan also included a prominent placement during TLC’s hit series, Say yes to the Dress.

In-banner and pre-roll video advertising aired across a mix of sites, including Xfinity.com, FOXNews.com, FOXBusiness.com, WatchESPN and the NBCUniversal Digital Entertainment network.

SUCCESS:

Talk about getting off on the right foot: during its initial spring preview event, year-over-year sales increased almost 11%, while total company volume increased 21%. During its next campaign phase, the total number of pairs of shoes sold increased 43% year-overyear. And for its fall preview event, year-over-year sales increased 16.5%. It all added up to the best year in Schuler Shoes’ 125-year history.