Opening blues
The Container Store
How do you launch new stores in trying times?
When The Container Store enters into a new market, it comes well-armed with several tried-and-true tactics for launching its new location and engraining itself in the local community. With rising health concerns around the pandemic, the brand wanted to ensure its Spring 2021 opening aligned with local health regulations while making sure consumers felt safe and excited about the brand’s home organization offerings.
Dotted Line was tasked with developing a soft opening strategy with a steady cadence of activities that introduced Richmonders to the brand, spoke to the organization’s philanthropic values, and shared practical advice to drive home how the company could help consumers complete their organization projects.
In partnership with social media specialists Tiramisu For Breakfast, our team began with research to understand how families across the metro region were approaching retail amid the pandemic. Leveraging those insights, along with feedback about various home organization needs that had developed during the pandemic, we crafted a two-month-long program that combined influencer and media relations to drive awareness for spring cleaning projects that could help consumers create space – both physically and from a mental health perspective. Alongside those efforts, our team facilitated a nonprofit partnership with Children’s Hospital of Richmond at VCU (CHoR) to make a philanthropic impact and further expose Richmonders to The Container Store brand.
By the store opening, The Container Store had garnered media coverage in print, radio, and broadcast, to drive awareness around employment opportunities and opening details. Dotted Line managed the logistics of a philanthropic partnership that drove more than $100,000 in sales, resulting in a donation of $11,370 to Children’s Hospital of Richmond at VCU. Dotted Line also provided on-the-ground support during opening weekend, driving more than 400 sign-ups for the brand’s loyalty program and bringing smiles to customers’ faces as they awaited entry while following pandemic capacity restrictions.