Skechers : New Store Openings
Opened 39 new stores in 2023, generating $34.5MM in revenue.
Our team owns a $200K budget for new store openings to maximize first-4 week sales and amplify brand awareness.
My Role
Retail Marketing & New Store Strategy
Responsible for
Campaign Strategy, In-Store Signage Design and Creation, Promotional Offering Execution, SMS & Email Communication
Team
Collaborate with 5 cross-functional team members:
1 Director of Marketing
1 Director of Operations
1 Visual Merchandising Manager
1 Retail Specialist
1 Digital Marketing Coordinator
Business Objective
Skechers has a goal of $5 billion in annual sales by the end of 2023.
New store openings are a critical part of this strategy. My team is responsible for the aggressive goal of opening 12 new stores each quarter and maximizing their performance.
Project Goals
With a total of 36 new store openings planned for 2023, we are forecasted to contribute $150M in total revenue this year.
To ensure we are on track and get the most out of each new store opening we break down our goal into the following KPIs:
Total Revenue from New Stores
Revenue from first 4-week sales
Revenue from first weekend sales
Project Plan
Our team has a $200K annual budget to capitalize on the special moment that comes with each new store opening.
We strategically allocate this budget across new stores – constantly experimenting, measuring, and learning.
For every new opening:
We develop a detailed new store opening timeline
Develop compelling messaging and creative assets that highlight the new store offerings.
Budget a mix of traditional and digital marketing spend executing campaigns across different channels, such as radio, print media, outdoor billboards, online platforms.
Organize a grand opening event
Push for loyalty signups for our email and SMS program for ongoing communication and offers
While I collaborate with my team on all of the above, I am solely responsible for: developing all creative for paid digital, creative for media, in-store collateral, organizing store cluster marketing events, and SMS/email content management for new store openings.
Signage and Digital Assets
I am responsible for the development and design of all signage and digital assets for new store openings.
Store Cluster Marketing
To leverage our spend, I work to identify clusters of new store locations. By pooling budgets we strategically host large events in central locations. These events are only possible when combining budgets and resources from multiple locations.
For example, in June four new stores in Florida are joining together to host a pet adoption event. We are partnering with local animal shelters to give back to the community and drive new customer foot traffic to stores.
SMS & Email Content Management
I am responsible for driving our content across SMS and email.
We use Asana to track our content calendar, Attentive for SMS marketing, and Salesforce Marketing Cloud for email.
We have grown 946,612 new SMS loyalty subscribers in the last 1 year, beating our goal of 600,00. SMS and Email Campaign CTR and unsubscribe rates are tracking to plan.
Google Ads
We utilize Performance Max campaigns targeting a 5-25 mile radius around each new store location. Ad copy is localized by region. I assist my Digital Marketing Manager counterpart in copywriting and developing creative assets for these ads.
Impact
As of June 2023 we have opened 39 of the 48 stores for the year. Our 39 stores have already generated $34.5MM in revenue total revenue, outpacing our YTD target by 20%.