2,723 pieces of furniture retired in Mumbai, 2,367 pieces of furniture retired in Delhi and 3,257 pieces of furniture retired in Bangalore.

Our client, HomeStop, a home furniture and furnishings store, had their annual exchange offer. We were asked to promote the same among the current database of customers from the past few years. This was to be done through a direct mailer that would inform them about the offer and persuade them to visit the store.

HomeStop wanted to run an exchange offer where the customer could give their old furniture in return for a discount on new products. As such offers are quite common, our aim was to differentiate this exchange offer from the many others and ensure footfalls for the store. Hence, we decided to treat old furniture like old people, who were all set to retire. The exchange offer was named ‘Old Furniture Retirement Plan’. The aim was to create an emotional connection with the customers in order to compel them to think about the state of their old furniture.

The direct mailer we sent to the HomeStop database carried forth the Old Furniture Retirement Plan idea. We sent them a form written exactly like a retirement policy form, albeit for the old furniture. It engaged the reader, and the questions instigated even those who would be initially disinterested to think about the state of their old furniture and give it up for exchange. This form also served the purpose of evaluating the furniture as would be required by the store for the exchange. It made the logistics simpler and ready at hand for the consumer.