As America’s largest specialty party goods chain, Party City operates more than 600 company-owned and franchise stores throughout the United States and Puerto Rico. With such an expansive retail network, Party City’s marketing execution strategy poses multiple complexities.
The company required a marketing services partner who could help drive efficiencies, ensure consistency across all branded materials, and streamline delivery and distribution processes.
ESTABLISHING A PARTNERSHIP
To understand Party City’s unique needs, our specialists work onsite with the team at Party City to fully understand its timetables, logistical challenges, branding, and style guides, as well as the nuances of its seasonal in-store marketing. We use the insights we gathered to engineer a strategic approach to sourcing, producing, and delivering the company’s various branded materials, including point-of-purchase displays, shopping bags, and in-store signage.
STREAMLINING THE PROCESS
Our team works with Party City to implement a technology-driven solution that streamlines the company’s end-to-end marketing execution processes. Through our strategic sourcing, creative design services, innovative eCommerce technology, and nationwide fulfillment services, Party City is able to consolidate its marketing execution activities to drive cost-efficiencies, maintain quality across all of its branded materials and retail experiences, and ensure on-time delivery to its retail outlets.
As a result of our ongoing partnership, Party City is continually optimizing its marketing execution activities and gaining increased visibility into its spend across marketing categories, enabling INWK and Party City to re-allocate investments into key opportunities for growth.
During the first year of our partnership, Party City
generated more than $2 million in cost savings, with an additional $1.5 million in savings captured in year 2 - savings that were reinvested into the brand to expand reach and increase engagement with consumers. Beyond savings,
Party City stores across the nation now represent consistency in brand, quality, and impact, with new ideas generated to elevate Party City’s value on an ongoing basis.
IN THEIR WORDS
“INWK is providing us with a seamless service for a complicated and costly business process. Their transparent, open-book model is giving us much greater visibility into our overall marketing production spend and helping to drive immediate savings to our bottom line."