With 220 stores nationally and a treasure trove of merchandise, we knew that The Crazy Store was South Africa’s best kept secret. Research proved this to be true and so our task was relatively simple – spread the word.
As with many other retailers, Christmas is a key sales time so we persuaded The Crazy Store to take the brand onto television for the first time. We set ourselves the target of dramatically increasing footfall and basket size. And then we invited Santa and his North Pole family to shop with us. So the TV, print, inserts, magazines and in-store collateral featured Santa, Mrs Claus, baby Santa, Rudolph, a pair of elves, a Christmas stocking and a snowman – all buying gifts from The Crazy Store while highlighting a varied and fun range, and all at extremely low prices.
Average basket size increased substantially and overall Christmas sales were a crazy figure ahead of the preceding year.