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Retail

Super Home Surplus

OVERVIEW:

Like many businesses, Super Home Surplus of Madison, TN, had a goal of increasing year-over-year sales. But the retailer of home remodeling products had a stretch goal: surpassing its sales from 2010, its best sales year since opening its Nashville-area location. The store had used broadcast TV advertising, but found the cost too high, and the results lacking. As the store shifted more of its investment to cable advertising, and away from broadcast, it set an aggressive growth goal of 25% for the second year of its program.

STRATEGY:

Working with Comcast Spotlight, Super Home Surplus went beyond standard ratings, using behavioral data to build a profile of its ideal customers: do-it-yourselfers and house flippers looking to remodel kitchens and/or bathrooms, and update flooring to wood, laminate or tile. That was coupled with a highly focused geographic strategy, using three zones surrounding the store to increase frequency within its primary trading area. TV advertising focused on networks like ABC Family, BET, Bravo, Discovery, ESPN, Food Network, HGTV and TLC. Digital advertising on Xfinity.com added impressions with target customers and drove traffic to the company’s website. In year two, working with the store’s Comcast Spotlight account executive, it moved from an age- and gender based media strategy to one based on behavioral characteristics—specifically, those who had or planned to do some home remodeling. That was coupled with geographic targeting, allowing Super Home Surplus to dominate its service area. TV advertising included networks such as ABC Family (now Freeform), A&E, AMC, BET, Comedy Central, Discovery, ESPN, FOX News, HGTV, Nickelodeon, Syfy and TLC, a plan that grew over time to include a football sponsorship. On the digital front, banner advertising on Xfinity.com, FOXNews.com and ATT.net, represented by Comcast Spotlight in the Nashville market, reached even more customers and helped build brand awareness.

SUCCESS:

Super Home Surplus’s ad campaign began in late January, and within approximately two months, the retailer was outpacing its 2010 sales. The total number of transactions increased, and the average sale increased by an impressive 18%. Sales growth continued over the course of the year, and the company also realized a significant savings in media spending. In their next campaign, Super Home Surplus didn’t just meet its goals, it exceeded them thanks to multi-screen advertising from Comcast Spotlight. The store topped its aggressive 25% growth goal by achieving 37.5% year-over-year growth in Nashville. The store also found that with each zone it added to its media plan, it “realized an almost immediate increase in sales.”