Digital Marketing Solutions Drive Consumers to Mall and Capture Consumer Data

Client: Cherry Lane Shopping Centre

Campaign: “Why Wait for Boxing Day Sale”

Objectives:

Drive consumers to Cherry Lane’s annual one day “Why Wait for Boxing Day” Sale

Increase mall traffic to drive sales and revenue

Capture detailed customer profile information

Prm (prospect relationship management) Modules:

Text Messaging - prmText

Portable touch screen - prmPortable

How it worked:

3 Tier Logic created a mobile marketing campaign to integrate text message “calls to action” into Cherry Lane Shopping Centre’s entire traditional advertising mix. Each media channel featured a different keyword, such that the TV commercial prompted viewers to texted in the keyword XMAS, while the newspaper instructed readers to text in CHERRY. In total, there were 9 different keywords allocated to TV, various newspapers and radio stations, in-mall signage, mall flyer, mobile database, and event signage to enable traditional media tracking.

After entering the contest, all participants received the text message “Congrats, u’ve won a prize. Come to Cherry Lane’s ‘Why Wait 4 Boxing Day’ sale on Dec 13 to claim ur prize. Prize Code XXXX”.

The Results:

Cherry Lane Shopping Centre’s mobile marketing campaign was successful in driving consumers to a specific location on a specific date with a prize redemption rate of over 47%. All participants received a text message notification 24 hours prior to the “Why Wait for Boxing Day” sale to remind them to redeem their prize with their unique prize code.

The Cherry Lane brand ambassadors efficiently captured consumer data on the prmPortable Touch Screens as line ups of people arrived to redeem their prize. Each customer profile was instantly added to the prospect relationship management database. Participants were then allowed to select a gift out of “Santa’s Sack”, which included Cherry Lane Gift Cards ranging from $5 to $20 denominations.

This campaign built upon the success of Cherry Lane’s “Back to School” campaign and re-established text messaging communication with the existing mobile database. Over 33% of the “Back to School” contest participants entered the “Why Wait for Boxing Day” sale contest after being notified through SMS text message about the new promotion.

Furthermore, by tracking which media channels were most effective, it provided insight on what media channels to further invest in for future campaigns.