Target

New Store Grand Openings

Challenge

To create awareness and drive retail traffic for the grand opening of new Target Stores.

Solution

ADS contracted with a brokerage group to deliver a sales promotion. We used our sophisticated mapping software to map the ideal delivery areas based on radii, demographic data and drive patterns.

Target's agency created a unique 3-dimensional door hanger, which featured a measuring cup. The "We're Your New Neighbor – Borrow a Cup of Sugar" promotion offered a free 4 lb. bag of sugar with redemption of the coupon printed on the door hanger. ADS inserted the measuring cup into the door hanger and delivered it to the front door of households in multiple Midwest markets.

Result

Target stores did not share the redemption rate, but ADS was asked to halt delivery until the stores had a sufficient supply of the product to meet the demand. This has been an ongoing promotion since 2003.