Retail Financing That Sews Up Sales
Passionate customers, occasional purchases, a defined holiday window — and a card they'd forgotten they had.
The Challenge
Synchrony's Sewing & More program needed cardholders to do more than carry the card — it needed them applying, buying, and coming back at the sewing and craft retailers in the network. The audience is passionate but occasional; the campaign had to convert enthusiasm into transactions during a defined window.
The Approach
Mindshare built a holiday-window campaign (November 1 – December 31) around the mindset of the audience — give customers a way to create more — spanning retailer-facing and cardholder-facing creative: email, social, in-store, and sweepstakes-driven engagement that gave lapsed cardholders a reason to use the card now.
The Results
- Eight figures in incremental purchase volume attributed to the campaign
- The model now extends across Synchrony's lifestyle programs — music, outdoors, home, and sporting goods
Why It Worked
Hobby and lifestyle purchases are emotional decisions with practical brakes. Creative that celebrates the passion while quietly removing the payment obstacle lets the customer say yes to the bigger project — which is why sales grew faster than applications.
A program customers forget they have?
Financing, loyalty, membership — activation is a marketing problem. Let's fix it.