Stockdale’s is a wholly owned subsidiary of Tennessee Farmers Cooperative that specializes in lifestyle retail products, serving heartland communities in Tennessee and Kentucky. While popular with loyal customers, store leadership wanted to find ways to attract new visitors. They engaged FLM Harvest to help develop a strategy to re-energize their current customers, attract new foot traffic and increase in-store revenue.
After conducting comprehensive, in-depth market research, the FLM Harvest team developed an approach to use digital and social media based on Stockdale’s comprehensive email database. Pulling the customer data into Facebook, Twitter and other digital marketing platforms allowed them to learn more about their customers, use modeling to develop “look-alike” and “spend-alike” audiences, deploy targeted digital ads to drive them to the Stockdale’s site and track their online behaviors.
These tactics helped Stockdale’s identify four distinct customer personas for more effective online marketing. They also used social media to promote in-store events for pet owners and national clothing brand sales to attract people in fun and fashionable ways.
This strategy resulted in a 9 percent increase in total spend per customer and a 46 percent increase in sales during a national outdoor clothing brand promotion.