Situation
Created in 1947 by independent retailers in Southern California, Springfield has become a trusted brand. It has grown to 900 skus and is available in Southern California, Nevada, Arizona and Mexico. After a massive facelift to update its branding and packaging, Springfield turned to The Marconi Shop to reintroduce the brands' new look and story to younger shoppers.
Solution
Working with partners to finalize its new look, Springfield collaborated with retailers to fine-tune its new message. In its biggest consumer campaign ever, Springfield worked with The Marconi Shop to communicate its new look together with its new promise of “Right Quality, Right Price, Right at Home,” through TV, radio, outdoor billboards, digital, merchandising, and retail experiential.
Results
The results were phenomenal. Springfield experienced an upward sales swing of 23% with 14 participating retailers (representing approximately 200 stores).
“I highly recommend The Marconi Shop as a strategic partner to drive sales of our Unified brands. Marco and his team have proven to be exceptionally creative and they truly understand our business model and our retail customers. They also understand shoppers and what motivates them to purchase. That understanding is evidenced in everything they do. From concept to execution, I can count on Marconi. I look forward to a long, profitable relationship with this company.”
JoAnn Murdock
Executive Director
Marketing
Corporate Headquarters