Bealls and Burkes Outlets is a national discount fashion/home goods retailer with over 450 stores across 16 states. Over the past 3 years, they’ve been on a journey to reposition themselves through the introduction of larger, remodeled stores in higher-end mall locations to directly compete with T.J.Maxx and Marshalls. This major transformation had little effect, with new and lapsed customers, however, as consumers were either still not aware of the changes or remembered the older stores they didn’t like. &Barr’s strategy leveraged the following cross-channel media tactics across each of three campaigns in order to drive both store and site visits.
Offline – Newspaper/FSI, Radio
Online – Display, Social
Online display was purchased programmatically with multiple publishers across mobile and desktop.
Social consisted primarily of Facebook prospecting and in the case of Grand Openings, event response ads along with a handful of other tests throughout the campaigns.