Crossroads Hospice Society serves the communities of Anmore, Belcarra, Coquitlam, Port Coquitlam and Port Moody with palliative care to people facing a life-limiting illness or a terminal disease. The services are extended to family, friends and co-workers. Their Thrift Store is key to fund all programs together with private donations.
Douglas College Marketing Students were asked to design a plan to increase our client's funding by increasing Thrift Store sales.
The Research
To find the best solution to this challenge, Douglas College Students performed a set of Primary and Secondary Research.
For their Primary Research the students:
Reached out to managers of thrift stores in the Great Vancouver Area to gather experts' opinions on the market;
Performed Focus Groups; and
Designed a Survey.
For their Secondary Research, they used the plethora of outlets offered by the new Douglas College Library (which is also available online for the students!).
The Findings
Students found out that shoppers prefer to find their offers online and shop offline.
Quality, Variety, Affordability, Loyalty Cards and Discounts are key elements to the buyer's decision; and
Supporting a cause is an important factor for shoppers.
The Tactics
Social media
In order to help shoppers stay up-to-date with offers in the store, Douglas College Marketing Students designed a simple but effective social media schedule for the Thrift Store, targeting Facebook and Instagram users.
2. In-store
Connected with the increase in social media exposure, our students offered the following tactics to be developed inside of the Thrift Store:
$5 OFF Coupons to be given to every purchase of $15 or more;
Loyalty Card that grants 15% OFF after 10 purchases; and
Reusable branded bags that can be sold by the Thrift Store or used by the client as part of a monthly sale event (e.g. "Bag all you can").
Conclusion
Integrating marketing tactics and augmenting Crossroads Hospice Society Thrift Store online presence, Douglas College Marketing Students aim to increase funding for Crossroads Hospice Society activities by growing store sales by 20%.
A great win for our Students.
Another great win for our Non for Profit Partner in the Envision Financial and Douglas College Community Building Program.
