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Nick Blessinger, the chain's marketing manager, said the promotional campaign's success was enough to encourage the company to try other such promotions in the future. Group 3 continues to work closely with Shoe Carnival and evaluate potential new opportunities to connect with customers.

"We are constantly analyzing results and working with their marketing team to better communicate with the Savings Club members," notes Bart Foreman, president of Group 3 Marketing. "What we have learned is that no two programs are the same, and each model needs to be carefully designed to meet the needs of the client, which are driven by many interrelated factors."