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5
MONTHS
181
NEW CUSTOMERS
7.7%
RESPONSE
$3,000+
ADDITIONAL SALES
Cape Cod, MA · Hardware store · New mover welcome package · 2023
181 new customers in 5 months!
Baskin’s Ace Hardware has been a family run business on Cape Cod for 40 years, and they take pride in being ambassadors in the community. Lauren is always looking to increase her customer counts, so we used her larger summer marketing budget to send our new mover welcome package to residents moving in during the busy tourist season. The campaign covered the entire cost of the mailing and generated over $3,000 in additional sales on first visits alone.
Using the Ace Corporate New Mover Program? Click here to see why we totally outperform them.
The Problem
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Drastic changes to population due to tourists and seasonal residents.
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Highly fluctuating sales volume between seasons.
How We Helped
Budget restrictions in the winter: We charge for the actual number of movers that move in, so her cost went down in the slower winter months, when mover counts are naturally lower and her budget was smaller.
Seasonal residents: While seasonal residents will get a welcome package when they first move in, we compare all future mailings with our historical database. Even if they put in a change of address each year, we will never send a package to a duplicate name at the same address.
The Results
181 new residents, still in their habit-building stage, walked through Lauren’s doors.
While $3,000+ in first-visit sales is a nice perk, the real value is what these new residents spend over the next year. People who buy a home spend about $11,000 on repairs and alterations to their home in their first year.* That’s paint, tools, lumber and lawn equipment, and Baskin’s is now the store they think of first. Since they live here year round, they also bring in sales during the slower winter season.
When people move to Cape Cod, they typically stay in their homes for 14 years!
$11,000
spent by new homeowners on repairs and alterations in year one*
14 years
how long new Cape Cod homeowners typically stay
And They Lived Happily Ever After
Lauren’s campaign did so well that she kept mailing into the winter months, and Baskin’s is still mailing with us today.
“OMG, thank you!! I really APPRECIATE you tracking that down and talking to him… I really like sales people who act more like a partner to the business and make my life a little easier.”
Lauren Baskin, President, Baskin’s Ace Hardware
Questions Owners Ask
How much do new homeowners spend at a hardware store?
More than almost anyone else in town. In their first year, people who buy a home spend about $11,000 on repairs and alterations to their home.* A welcome gift puts your store in front of them before they’ve picked a favorite.
Will another hardware store be in the same welcome package?
No. Each welcome package includes only one business per category, so when Baskin’s is in it, Baskin’s is the only hardware store those new neighbors hear from.
How do you know who actually came in?
Every gift certificate is personalized to the new resident, so each one that’s redeemed is tracked back to the mailing. After their first visit, they also get a thank-you postcard from the store, which brings them back a second time and shows you the return on what you spent.
*Source: National Association of Home Builders, 2026 analysis of Consumer Expenditure Survey data
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