Kristi was tasked with analyzing the revenue data for the retail shops and to identify opportunities to boost retail sales. Kristi led the initiative to apply advanced data analysis, and identified daily sales dips for the majority of underperforming shops. Upon further analysis, it was uncovered that many of these underperforming shops had decided to close on Sundays for various operational reasons.
Kristi recommended a test to open shops on Sundays in select markets to determine if the additional revenue from being open an additional day would make a difference in their overall retail performance and profitability. The test was highly successful. In most cases, as Kristi predicted, the shops that stayed open on Sundays saw marked overall sales performance because of her insights and recommendations. Most shops are still open on Sundays to this day. To support these new additional shop hours, Kristi also recommended adding a shop locator to the website to ensure that multi-channel retail customers were aware of the days and hours the shops are open.
“I had the pleasure to work with Kristi Hadix at See’s Candies where she played an integral role in bringing the See’s Candies on-line marketing into the 20th century. Trust me – that was no small feat for a hugely conservative company like See’s! Kristi navigated the politics involved with the different departments and executive management beautifully and is absolutely THE reason that See’s on-line marketing is where it is today. I highly recommend her – she is one talented lady! “
Sue Cook
Southern Region QD Manager, See’s Candies
Bouncebacks
See’s Candies has been doing traditional marketing, such as billboards, newspaper FSIs, direct mail postcards and holiday catalogs, for decades. Upon the hire of Kristi Hadix, the Direct Marketing Department was given the task of taking over the direct mail and print advertising efforts, which had previously had mediocre results for the various sales channels.
For the retail shops, working with my analysts, we pulled in the zip codes within a 15 mile radius of our retail shops, and targeted the advertising to only go to those specific zip codes. This targeting greatly improved our ROAS, which used to be a big spend, with an unknown, unmeasured return, which in turn, improved our profitability. Additionally, we added a coupon with a tracking code on the print advertising, so that when the customers came in with their coupon, we knew what publication they got the coupon from and tracked that in our customer database. We picked select retail markets to do split A/B testing with our bounceback offers, to see if we could raise the average purchase price in retail shops. We created a bounceback campaign with three offer variations, tested all three, and determined the most compelling offer for our retail customer base was $5 of $30. That highly successful bounceback offer is still used in See’s Candies Retail Shops today.
