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Sierra
Taking a hyperlocal approach to new store openings, building brand awareness, traffic and sales
The Challenge
Sierra—part of The TJX Companies that includes off-price retail brands like Marshalls and TJ Maxx—offers great prices on top brands in active and outdoor apparel, footwear and gear. The brand was ready to grow beyond its ecommerce roots and better connect with consumers through new brick and mortar stores, opening 10 store locations in 2019.
Our Approach
Armed with in depth local market-by-market research and identifying the right Retail Accelerators™ for target consumers, Tierney focused on leveraging knowledge and physical locations to develop both creative and traffic-driving strategies. We generated meaningful media coverage, local buzz and sales through strategic media relations, grassroots activations and street teams.
Traffic Driving Results
In 2019, grand openings across 10 hyperlocal markets generated impressive results for the Sierra brand.
38
regional media placements exceeding 478M+ impressions
15
placements shared on social media with 100% positive sentiment
150
customers waiting in line prior to doors opening & weekend sales exceeding expectations by over 60%
Get In Touch
For more information about our offerings and capabilities, and how Tierney can work with you, contact Tracey Santilli at tsantilli@tierneyagency.com or 215.790.4394.