This House and Home Retailer Found the Holy Trifecta of Successful Holiday Marketing
It’s happening! We’re in the thick of the holiday season. For brands and retailers of all types, it’s GO time if they want to get consumers through those doors. One example to follow in order to make this season successful is West Elm’s recent partnership with none other than American Society for the Prevention of Cruelty to Animals (ASPCA). The two teamed up to release a holiday collection of kitchen textiles and Christmas ornaments.
This joining of the minds is, of course, for a great cause: from now through to the end of the year, West Elm will donate $1 from every collection item purchased to support the ASPCA, with a minimum donation of $20,000. Despite selling home goods, West Elm is placing pet influencers front and center – the collection’s felt ornaments feature caricatures of four famous pets, Sir Charles Barkley, Lionel the Hedgehog, Brimley the Cat, and Priscilla and Poppleton the Pigs.
“Our collection is designed to support the many programs and services of the ASPCA, and help bring joy to animals in need,” explained Nancy Tsuei, West Elm’s Senior Vice President of Merchandising.
The day of the launch, West Elm invited shoppers to take in-store holiday photos with their family pets, donating an additional dollar to the ASPCA for every photo taken and shared on social media using the tag #westelmxaspca. “We are as delighted to celebrate the holidays with our pets as our customers are about sharing photos of their furry loved ones on social media.”
The convergence of several marketing strategies is currently trending in the world of retail. Pulling at the consumer’s heart strings by using pet influencers, rather than your usual brand ambassador? Check. Implementing Cause Marketing into your sales plan? Double check. Leveraging social media to further appeal to the omnichannel, mobile-loving shopper? Check, and check!
Of course, ‘tis the reason – and West Elm is taking full advantage. With the influx in shopping activity combined with the extra dose of altruism that tends to strike customers this time of year, it’s easy to see why this particular promotion has been a success.
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