Campaign Objective

A major TV brand influences purchase of its Smart TVs at Costco among the affluent Costco member base.

Results

The campaign delivered triple and double digit increases in likelihood to purchase the promoted smart TVs in the next 30 days and next 6 months, in-store and online at Costco. When comparing responses from the Test vs. Control Costco members, there was a:

  • 142% increase in likelihood to purchase the brand in-store in the next 30 days
  • 77% increase in likelihood to purchase the brand in-store in the next 6 months
  • 20% increase in brand interest and consideration

A large majority (74%) of the Test cell shoppers said they were more likely to research the features of the smart TV at Costco because of the in-store campaign.

Research Approach

A third-party research partner, SoapBox Sample, collected a total of 400 online interviews from February 1 to 14, 2019. There were 200 Costco members in the Test cell and 200 in the Control cell. On average, it took 12 minutes for Costco members to complete the online survey.

Source: Electronics Study, February 2019, SoapBox Sample.

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