Fashionistas Get Their Shopping Gossip Delivered Straight to their Cellphones

Partner: The Style Spy Media Inc.

With over 6,000 members and growing, the social community The Style Spy is the everyday girl’s ultimate guide to shopping. The Style Spy is fast becoming the top online source for what’s new and hot in fashion, style and beauty in Vancouver and Toronto.

Client: Blubird

Blubird, one of Canada’s hippest multi-brand boutiques, is a contemporary, fashion and accessories clothing store featuring a selection of some of the hottest designers and labels from Milan and Paris to New York and LA.

Campaign: “Holiday Shopathon”

Objectives:

Increase store traffic to drive sales and revenue

Integrate digital marketing to create interactive brand engagement

Utilize text messaging to alert customers of event updates and promotions

Prm (prospect relationship management) Modules:

Text Messaging - prmText

Touch Screen Kiosk - prmTouch

Dynamic Signage - prmDynamic

Portable Touch Screen - prmPortable

How it worked:

3 Tier Logic partnered with The Style Spy to provide full service digital marketing to Blubird and the “Holiday Shopathon” campaign. The Style Spy utilized multiple forms of digital media to capture the attention of its readers through social networking websites, email newsletter, and mobile marketing to introduce Blubird, notify readers of exclusive Blubird discounts, and send them a reminder text message 24 hours before Blubird’s private shopping party.

A fun “Celeb Style Challenge” quiz on the touch screen kiosk provided an innovative method to familiarize shoppers with various brands and new items carried by Blubird. Additionally, it created consumer profiles for the prospect relationship management database and provided the opportunity for consumers to sign up for email and mobile alerts.

Shoppers viewed the latest Blubird fashion items and accessories displayed on the dynamic digital signage with an interactive text message “call to action” to encourage shoppers to text in “BLUBIRD to 889988” for a chance to win exclusive prizes.

The Style Spy brand ambassadors ,equipped with portable touch screens, circulated through the store encouraging shoppers to sign up for their weekly email newsletter for the inside scoop on sales, shopping and parties, and the mobile text alerts to deliver shopping gossip straight to their cell phones. They also took pictures of shoppers with their favourite Blubird clothing and accessories and instantly sent it to their email or mobile phone.

The Results:

The Blubird “Holiday Shopathon” campaign proved highly successful by engaging The Style Spy members with Blubird and incorporating digital media into the shopping experience.

The interactive “Celeb Style Challenge” quiz on the touch screen kiosk was effective in capturing the data of shoppers with over 75% of participants requesting to receive the email newsletter and subscribe to mobile alerts for exclusive sales, shopping events, and reminders.

Throughout the “Holiday Shopathon”, a text message campaign yielded over 1100 text message entries, and these participants were added to the mobile database for ongoing communication.

Quotes:

”In response to our young members increasing use of Facebook and text messaging as a prime communication outlet, we decided to use text messaging as a way to engage members in a new way.”
Erica Lam, The Style Spy founder

“Like Gossip Girl, we want to create a mobile community, our initiative is to spread shopping gossip about “Holiday Shopathon” through text messages to engage and educate our guests about the event and partnering brands.”
Erica Lam, The Style Spy founder