Ross’ existing campaign focused on the message “65% off department store prices everyday.” It was not fashionable and offered little emotional appeal to the target customer. A brand book was created that would appeal to the “treasure hunter” in all of us.
It recommended the use of better quality merchandise, included a sense of urgency and demonstrated discounted price points.
It showed the customer Ross’ best merchandise and pointed out that the need to hurry to get the item, and in fact it may be sold out due to limited quantity. New things arrive all the time. To find the real “treasures” the customer needs to come in frequently.