Moving Sales and Market Share

Weir's Furniture Village, a family-owned Dallas metroplex retailer, experienced rising advertising costs with reduced ROI. While a leader in the market, they struggled to identify current and potential customers and cost-effectively reach and attract them.

Developed a customer segmentation strategy to direct marketing communications and budgets. Developed and improved advertising and integrated planning processes for increased speed to market, accuracy and brand consistency. Deliverables included annual integrated marketing plans, customer acquisition strategy, database marketing plan and tracking metrics to monitor performance.

Company maintained planned traffic targets without increasing advertising budgets, increased direct mail productivity and is poised to test several new media programs to optimize reach among its emerging target audience.

"When the third generation was called upon to begin leading our 60-year-old, family-owned and -operated business, we were hungry for enlightened, innovative strategies to enhance relevance and reinvigorate strength. Specifically, we were challenged with how to best nurture loyalty from our existing customers, while finding new, cost-effective ways to reach today's shoppers. PARKER provided invaluable leadership and insight. PARKER helped us understand our current customers' habits, priorities and the essential components to a satisfying shopping experience. Then, worked with us to craft creative strategies and exciting new methods to attract customers to our stores, including a better way to leverage our people.

"Needing solutions to both short-term problems and critical long-term challenges, we received powerful clarity and actionable insight from PARKER. The third generation is now well positioned to maintain market leadership. I highly recommend PARKER for any organization seeking cost-effective strategies to gain more business from existing customers, attract new customers and evolve their brand to understand and focus on customers' priorities."
Brooks Weir, Weir's Furniture Village