Spotlight is a family owned and operated Australian business with stores across the country and an online store-front with added expertise throughout digital channels. Originating as a family fabrics stall at Melbourne’s iconic Queen Victoria Market, Spotlight today is a variety store offering kitchen, dining, lounge, bedroom, bathroom and laundry home interiors as well as a strong haberdashery, craft and party products section.

Method

With Australian Halloween participation on the rise, Halloween is becoming a new seasonal retail opportunity to highlight Halloween range and brand positioning to the market. A catalogue was developed, filled with exclusive Spotlight VIP Club bargains and offering ‘Home of Halloween’ party themes such as ‘Zombie Feast’ and ‘A Fiesta for the Dead’. The campaign blended addressed and unaddressed marketing, With 568,350 Spotlight VIP Club members and prospective customers, engaged. The direct mail piece aimed to communicate exclusivity to loyal customers as well as the large range across the Spotlight stores.

The results

• Despite a newly emerging seasonal window across the Australian market, Spotlight achieved impressive results with product ranges selling out in stores across Australia. At the conclusion of the Halloween campaign, Spotlight achieved an astonishing 97% sell through rate. A well-planned and executed campaign supported by multichannel outputs across unaddressed catalogue, magazine, press, TV, radio and in-store proved to be the right channel mix to communicate the Halloween message. VIP Halloween events further increased loyalty club membership and customer engagement, with in-store dress ups for customers and store teams building an excited and ‘together’ atmosphere for the brand.

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