The Payless ShoeSource for Life Stage Marketing: Establishing an Emotional Connection with Mom was awarded the ‘Retail Advertising Award – Direct Marketing’ at the prestigious Oracle World Retail Awards, which took place last night at the German Historical Museum.  The awards were held during the annual World Retail Congress in Berlin, attended by 1,149 retailers and senior industry executives from across 56 countries.
 

Lola Rose at Payless

Payless Shoes triumphed over fierce competition and was awarded the accolade as their campaign resulted in a huge upsurge in sales and deeper penetration of the target sectors. The campaign impressed the judges with its “rigorous implementation.” 
 
This effective campaign used direct mail to drive routine traffic and transactions, targeting mothers who either start off buying children’s shoes only and then expand their purchases into other categories, or a mother who was unlikely to buy for herself but was a more frequent children’s purchaser. 
 
To target the first mom, Payless Shoes introduced on-trend, seasonally-appropriate product assortments and for the latter mum it featured product styles consistent with previous purchases and in the right size range for her child. Running alongside this was age-appropriate life-style imagery. 

Other category winners included:
Retailer of the Year (sponsored by Oracle)
Amazon 
 
Responsible Retailer of the Year (sponsored by 5ne)
Woolworths (South Africa) 
 
Etailer of the Year (sponsored by GfK) 
Ocado 
 
Emerging Market Retailer of the Year (sponsored by Freshfields Bruckhaus Deringer)
Truworths International, South Africa 
 
Retail Advertising Award – Traditional Media (sponsored by Interbrand)
The Co-operative, Brand Relaunch
 
Retail Advertising Award – In-Store (sponsored by Interbrand)
American Eagle Outfitters for 15 Seconds Of Fame (R/GA)
 
Retail Advertising Award – New media (sponsored by Interbrand)
Nike Japan for NIKEiD Generator, by Beacon Communications
 
Store Design of the Year (sponsored by Capital Shopping Centres) 
Topshop, New York (Dalziel & Pow)
 
Retail Innovation Award (sponsored by NCR)
Liaoning Xinglong Happy Family Business Group for Kung Fu Master List
Outstanding Leadership Award (sponsored by Heidrick & Struggles)
Angela Ahrendts, CEO, Burberry 
 
Multi Market Retailer of the Year
Primark