NEIMAN MARCUS: 888 AWAKEN ENGAGEMENT

Problem: 888 are NM highest ticket buyers. 888 + an express line to exclusive deals. 888 was the catalog equivalent to the InCircle program the store had for its top tier customers. The customer did not understand the level of value and engagement. Action: The customer did not understand that by dialing 888 over 800 to Neiman Marcus' customer service line, they received special treatment and got concierge services and perks. I worked on a creative way to blatantly and subliminally put 888 on every page. It worked. Results: Built awareness, 2% understood and were using the service and after the piece was delivered 80% took advantage of the program. Increased brand awareness by nearly 200%. Conversion was up with an already high-ticket customer. After years of this program being in place, the customer was finally using the services. The top tier customers had to have a yearly spend of $25,000 to be in this club, and their sales continued to surge because of the special treatment. This reactivated a dormant revenue stream. Worked with renowned photographer Geof Kern (born Brooklyn New York, 1950) has been a photographer for over 40 years, first recognized internationally through editorial work for magazines such as Esquire, Rolling Stone and Beach Culture. Kern's work has included award winning projects for Matsuda Tokyo, Selfridges London, Takashimaya New York, Bloomingdales New York, BNP-Paribas, Mercedes France, Interface Flor, and Neiman-Marcus, to name a few.