Campaign Brief:
The Mall wanted to increase spend and footfall in 11 shopping Malls based around the UK during a known quiet trading period.
Campaign Key Objectives:
The following are some of The Malls key objectives:
• increasing customer average spend to £40 in a one day spend at any shop within the individual centre during the month of May
• increase membership for The Mall RewardME membership card scheme
• creating a sense of theatre and customer interaction
• increasing participation of stores within the centres
• ensure all rewards were suitable for the key demographic
Counterpoint Incentive Solution
Counterpoint devised a ‘treat yourself’ reward promotion.
Once a customer completed their qualifying transaction they could take their receipts to the ASK ME point within each Mall and claim their ‘treat yourself’ voucher. This voucher entitled them to receive one of the following treats at participating salons local to them; they could claim a Free Manicure, Pedicure, Facial or Wash & Blow Dry.
The voucher gave them a step by step guide on how to book their treat. They simply needed to visit a bespoke landing page www.mallbeautytreats.co.uk, select their local Mall and choose from the listings where they would like to visit. Next they needed to contact the salon direct to make their booking and on arrival at the salon they needed to present their voucher in order for the treatment received to be completely free.
Counterpoint fully recruited over 50 salons specifically for this promotion. The process included all aspects of recruitment, securing each offer, management of all restrictions, obtaining specific web content and logos. We offered a fully comprehensive Customer Service package for both Mall Management and Staff along with all Mall customers.
Alongside this Counterpoint provided a concierge service for the Grand Prize Draw to win a Spa Day for Two with two treatments each for every Mall participating. This was to increase sign up for The Mall RewardME membership card scheme.
Results:
With a strong in Mall presence over a 4 week period and great support behind the offer the promotion has proved so far a great success. The Mall recorded a fantastic ROI and average basket spend per customer was doubled again. New sign ups to the Reward Me Mall card saw a significant increase during the 4 weeks in Mall.
