When Wilco Farm Stores added eCommerce functionality their website, Charlton Marketing was tasked with educating a more traditional audience about the advantages of this new (to them) technology.

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The Client

Founded in the 1930s, Wilco is a farmer-owned cooperative that values tradition, while also striving for growth and innovation.

The Challenge

When Wilco Farm Stores added eCommerce functionality and Buy Online Pick-up In Store (BOPIS) to their website, they aimed to expand traffic among new non-agricultural shoppers without alienating current customers. Charlton Marketing was tasked with driving traffic and educating a more traditional audience on this unfamiliar technology.

The Solution

Strategy:

Charlton deployed mass media to drive consumers to the updated farmstore.com, achieving significant reach around Wilco’s locations where brand recognition was highest. In tandem, Wilco’s in-house organic and paid social sought to educate customers about the new way to shop at Wilco. Creative focused on the ease of BOPIS, the increased safety of this method of shopping, and the farm-proven products customers trust to find at Wilco.

Media mix:

The campaign utilized media in six markets that aligned with the new consumer behaviors as a result of the pandemic, while still reaching Wilco’s target audience of more traditional media consumers.

Channels used:

  • TV
  • OTT (Over The Top)
  • Streaming Audio
  • Outdoor

The Results

  • 24% Increase in Average Store Sales
  • $1 Million in Online Sales
  • $12,000 in Added Value
  • 2,500 New Loyalty Sign Ups