This paper illustrates one of the golden rules of retailing: ‘retail is detail’.
Rather than using a ‘one size fits all’ approach, BDH\TBWA devised aframework for highly localised tactical advertising that could be fine-tuned tothe needs of individual car repair centres.
By focusing expenditure on those stores that needed it most, and tailoring messages to local consumers, the agency were able to use funds more efficiently. This enabled them to tackle the decline in ATS’s sales without actually spending any more money.
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