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Indigo x ACP: #GiftAtlantic
Partnership with 3 Atlantic publishers (Nimbus,
Formac Lorimer, Goose Lane)
Goal: To promote top titles featured in the
APMA's Holiday Gift Guide
Merchandising & Promotion:
– Front of Store table at 7 Large Format Atlantic stores through the Holiday period
– In-store price promotion (4 titles); “Regional Bestseller”
– Online Shop
– Online price promotion (20% off select titles)
– Plus various other promotions
Tech Forum 2021 #TechForum @YourTwitterHandle
Tech Forum 2021 #TechForum @YourTwitterHandle
Indigo x ACP: #GiftAtlantic
Learnings:
– The phenomenal sales generated by this promotion validated the strength of Regional interest in Atlantic
Canada.
– Front of Store merchandising of Local books definitely resonated with our customers.
• The GiftAtlantic table displays performed much better than other comparable FOS tables.
– Price promotion had much more significant impact on Online than on Retail.
– Merchandising made the difference to incremental sales as opposed to discounting (especially for Retail).
– The featured titles performed extremely well at Small Format stores even without FOS placement.
• Including Small Format stores in FOS Local displays is definitely worthwhile.
Tech Forum 2021 #TechForum @YourTwitterHandle
Indigo x ACP: Discover Your Community
• Front-of-Store Table in Indigo and Chapters stores, and
select Coles locations (131 stores total)
• Showcasing Local Interest titles (“Get Outside”) and
books by Local Authors (across categories).
• Spring reset, beginning April 4th, encouraging
Canadians to explore their communities and read Local
Authors and Local Interest
• Retail and Online Merchandising, email, and social
marketing
%
Local
%
Regional
%
National

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If we knew then what we know now: COVID-driven initiatives with staying power - Indigo

  • 1. Indigo x ACP: #GiftAtlantic Partnership with 3 Atlantic publishers (Nimbus, Formac Lorimer, Goose Lane) Goal: To promote top titles featured in the APMA's Holiday Gift Guide Merchandising & Promotion: – Front of Store table at 7 Large Format Atlantic stores through the Holiday period – In-store price promotion (4 titles); “Regional Bestseller” – Online Shop – Online price promotion (20% off select titles) – Plus various other promotions Tech Forum 2021 #TechForum @YourTwitterHandle
  • 2. Tech Forum 2021 #TechForum @YourTwitterHandle Indigo x ACP: #GiftAtlantic Learnings: – The phenomenal sales generated by this promotion validated the strength of Regional interest in Atlantic Canada. – Front of Store merchandising of Local books definitely resonated with our customers. • The GiftAtlantic table displays performed much better than other comparable FOS tables. – Price promotion had much more significant impact on Online than on Retail. – Merchandising made the difference to incremental sales as opposed to discounting (especially for Retail). – The featured titles performed extremely well at Small Format stores even without FOS placement. • Including Small Format stores in FOS Local displays is definitely worthwhile.
  • 3. Tech Forum 2021 #TechForum @YourTwitterHandle Indigo x ACP: Discover Your Community • Front-of-Store Table in Indigo and Chapters stores, and select Coles locations (131 stores total) • Showcasing Local Interest titles (“Get Outside”) and books by Local Authors (across categories). • Spring reset, beginning April 4th, encouraging Canadians to explore their communities and read Local Authors and Local Interest • Retail and Online Merchandising, email, and social marketing % Local % Regional % National