Winning the Floor: Driving Retail Dominance with a Dual-Target Promotion
THE CHALLENGE
Citizen needed to solidify its commercial standing with Australia’s top watch retailers – the Angus & Coote Group and Prouds. To achieve preferred supplier status, Citizen had to solve two interconnected challenges simultaneously: motivate retail store managers to increase stock levels and range holdings ahead of peak trading periods (Christmas, Mother’s Day, Father’s Day, and Black Friday), and give retail customers a compelling reason to choose Citizen over competing brands on the showroom floor.
THE STRATEGY
We developed a high-impact, dual-layered sales promotion designed to generate push from sales staff and pull from consumers. By tying a single bucket-list prize – a luxury trip to the Maldives – to both consumer purchases and retail sales performance, we created a win-win dynamic. Customers were incentivised to buy, while sales associates were directly motivated to recommend and close Citizen sales to earn their own entries.
THE SOLUTION
We developed and managed the complete promotional campaign, from competition mechanics, permits and compliance through to retail POS, trade communications, creative production and campaign fulfilment.
Key elements included:
End-to-End Campaign Management: Full promotional mechanics setup, including terms and conditions, multi-state permit acquisitions, and trade entry tracking.
Eye-Catching Retail POS Suite: In-store header cards, shelf wobblers, and promotional display units engineered to draw foot traffic straight to the Citizen display counter.
B2B Trade Sell-In Collateral: Professional trade communications designed to help Citizen’s sales team secure larger stock commitments and premium shelf positioning ahead of major retail holidays.
Staff Room Engagement Assets: High-visibility “Sell & Win” trade posters placed in staff lunchrooms and common areas to keep the incentive top-of-mind for store staff daily.
Integrated Digital & Print Creative: Unified messaging across digital banners and print media driving consumer awareness and store visits.
THE RESULTS
The dual-target approach delivered immediate revenue growth during peak trading windows, secured expanded range allocations across all stores, and permanently cemented Citizen’s preferred supplier status across both major retail groups.
WHY IT WORKED
By rewarding both retail sales staff and consumers, the campaign created a shared incentive to choose Citizen. It encouraged sales teams to recommend the brand while giving customers an additional reason to purchase, strengthening engagement at the point of sale.