RX were engaged by the Animates Merchandise team to develop a merchandise pricing and promotional strategy that could be surfaced in-store, online, 121 and through communications to current and prospective Animates shoppers.
THE APPROACH
+ SOLUTION
THE
CHALLENGE
WHAT
WE DID
Price repositioning | Strategy, ticketing and in-store execution | Loyalty programme
In 2020, Animates was undergoing a period of consolidation off the back of substantial growth and expansion from the previous periods. The business wanted to ensure that it was presenting the best curation of products, services and offers, that it right ranged every store, was competitively pricing its range to represent the best value for money and communicated that it a compelling way.
Animates (Strategy)
Animates are NZ's leading pet retailer and vetcare specialists who dedicate themselves to creating an awesome experience for people and their pets by providing all customers with everything they need to become great pet parents.
It was a bloody nightmare and they made it tolerable.
This was a fundamental shift in our business in how we provide best value to pet parents everyday, as well during key seasonal events. Working with RX enabled us to build a holistic solution that covered all facets of customer experience while ensuring commercial viability. Their approach brought them into our business, working alongside all key stakeholders so that an end to end solution was thought out and executed successfully. The seemlessness of the launch, in conjunction with positive front line team member and customer feedback, was a reflection of the collaborative and integrated approach.
Nathalie Moolenschot | GM, Marketing