Pumpkin Patch: Millions to Move, Weeks to Win

A Liquidation  Across Borders

In the challenging retail landscape of late 2016 to early 2017, GA Australia was tasked with the significant liquidation of Pumpkin Patch, a beloved children's clothing retailer. Spanning 126 stores across Australia and New Zealand, the liquidation aimed to sell over $160 million in retail inventory within an 11-week timeframe.

Laying the groundwork

Immediate Preparatory Actions

As soon as the liquidation decision was ratified, our team initiated the groundwork, prioritizing the creation and distribution of pre-approved signage and banners. This effort was critical in visually setting the stage for the liquidation sales across all stores.

Strategic Personnel Deployment

To manage the operational complexity of the liquidation, GA Australia deployed 18 field consultants across all closing locations. These professionals were essential in overseeing the sale's minute details, from start to finish, across both Pumpkin Patch and Charlie & Me outlets.

Direct Employee Engagement and Communication

A cornerstone of our approach was establishing direct and transparent communication channels with store employees. This engagement was crucial for fostering a cooperative and informed workforce, ready to navigate the sale period effectively.

Visual and Strategic Signage

Our team meticulously prepared each store with category-specific discount signage and organized store layouts to facilitate shopping ease and maximize sales potential. Additionally, the strategic placement of banners and signs created a welcoming yet urgent shopping environment for customers.

Discounting Strategy

With a targeted realisation number set against the retail stock value, we launched the sale with discounts ranging from 10% to 30% across various categories. This strategic pricing was designed to balance inventory liquidation with revenue maximisation.

Ongoing Analysis and Adjustment

Utilizing our proprietary analysis tools, we conducted weekly reviews of sales data and stock levels. This continuous monitoring allowed us to adjust discounts dynamically, ensuring that we remained on track to meet our financial targets without diluting customer interest.

The Power of Data

With access to a customer database of over 1 million emails, the Pumpkin Patch and Charlie & Me liquidation campaign leveraged this invaluable asset to its fullest potential. The database served as a direct line to engaged consumers, enabling us to deploy targeted email blasts that significantly contributed to driving foot traffic and sales volume.

Comprehensive Engagement:
Bridging Brands and Consumers

The marketing approach was meticulously crafted to resonate with both Pumpkin Patch and Charlie & Me audiences. Urgent and compelling messaging, such as "CLOSING DOWN FOREVER" and "DON'T WAIT OR YOU MIGHT BE TOO LATE," was tailored to drive a sense of urgency across both brands, while...

The marketing approach was meticulously crafted to resonate with both Pumpkin Patch and Charlie & Me audiences. Urgent and compelling messaging, such as "CLOSING DOWN FOREVER" and "DON'T WAIT OR YOU MIGHT BE TOO LATE," was tailored to drive a sense of urgency across both brands, while creative assets combined urgent graphics with in-store photography and video to heighten the call to action.

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Results

The dual-brand liquidation strategy successfully navigated the complexities of appealing to a broad spectrum of customers, resulting in the effective clearance of over $160 million worth of inventory. The strategic use of the customer database and targeted marketing initiatives played a pivotal role in this achievement, marking the project as a standout success in retail liquidation history.

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