Project
The Edge: Ramping Up Results for a POS Software Provider
Date Of Project
Throughout 2018
Challenge
The Edge software is known for its ease-of-use and is considered the best POS software in the jewelry industry. But company principals wanted The Edge to be the #1, top-of-mind system for fine jewelry retailers everywhere.
Tactics
A consistent print marketing effort served as the cornerstone of the campaign. Fruchtman Marketing created an eye-catching print series that ran each month in INSTORE Magazine with premium placement near the front of the book. The most recent ads feature puzzles retailers need to complete along with copy to tie-in the theme. The puzzles range from clever crosswords to word searches to mind-numbing scrambles. In addition to print ads, digital banner ads, email blasts, and the promotion of The Edge’s retail conference were added to the marketing mix. The Edge, which had already enjoyed a stellar spot in traditional marketing ventures, very quickly began to gain traction in the digital space as well.
Results
Ask any retailer what jewelry software system first comes to mind, and they’ll say The Edge. There’s no question that they are enjoying their position as the market leader with over 3,500 retailers currently using the platform. It’s a number that continues to grow.