The Challenge
Kirkland’s, a national home decor chain with 325 stores in 35 states, launched a strategic initiative to relocate 200 stores from enclosed malls to lifestyle centers. To support these transitions, the company sought Brian Pia’s expertise.
During undercover visits to existing stores, Brian identified a critical issue: overstocked shelves created a cluttered shopping environment, making it difficult for customers to find what they needed. This led many to leave empty-handed. He recognized the need to enhance both the in-store experience and the communication strategy to meet customer expectations.
The Work
To address these challenges, Brian integrated customer experience improvements with strategic marketing communications, creating a unified approach to engage customers at every touchpoint:
Transforming the Shopping Experience: Kirkland’s stores were reimagined as home decor problem-solving centers. For each grand opening, we featured a top local interior decorator who provided free consultations.
Leveraging Marketing Communications to Drive Engagement: Brian led a comprehensive earned media campaign promoting the decorators’ appearances. This included securing features on TV, radio, and news sites, as well as collaborating with influencers. Messaging focused on budget-friendly interior decorating tips, generating buzz ahead of store openings.
Encouraging Personalized Interactions: Shoppers were invited to bring photos of problem areas in their homes. Decorators offered tailored advice, showcased merchandise solutions, and acted as personal shoppers to guide customers through the experience.
By aligning customer experience enhancements with marketing communications, we ensured that the promises made in the media were delivered in-store, creating a seamless and memorable journey for customers.
The Results
The campaign generated extensive positive media coverage and excitement before each store opening. Shoppers embraced the personalized approach, purchasing recommended merchandise and contributing to record-breaking sales. Store sales increased by up to 100%.