Case Studies

Challenge:

Elegant, personal, family-owned for three generations — the Darien Sport Shop was a regional landmark cherished by everyone in upscale Darien, CT. But sales were declining as older customers moved away, and the store’s high-end brands were overshadowing its own identity. Could the store strengthen its identity quickly — before its founder retired, turning the business over to his daughter.

Eight's Approach:

Eight worked along side the Opportunity Team to research the market and traffic patterns, then wrote a marketing plan to make Darien Sport Shop the region’s destination store for coveted brands — the community’s own special place. Logo, tagline, billboards, direct mail, in-store events, loyalty programs, print advertising, boxes, bags and deliveries in a Smart Car — all combined to focus a stronger image combining the store’s heritage with modern retailing ideas.

Result:

With a tailored new appearance reflecting the store’s traditional qualities, Darien Sport Shop looked more like itself and maintained sales levels in a difficult retail season. Profits increased at a rate that outpaced economic recovery.