Farmers - your red dot sale just got bigger

This paper describes how in 2005 Farmers in New Zealand extended their Red Dot fashion promotion to encompass all categories storewide and nationwide.

Your red dot sale just got bigger

Category: Retail/EtailAgency: Colenso99Advertiser: Farmers

SUMMARY

Farmers was finding that it was getting harder to engage customers during its peak sales periods. Consumers effectively tuned out due to the constant barrage of 'sale' messages during the traditional retail sales periods of January and June/July. Farmers needed an iconic storewide sales event that would cut through the clutter to drive sales and deliver a sustainable profit.

The Red Dot fashion category sales mechanism had the potential to deliver, and become a brand in its own right by encompassing all...

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