case study - Placecast
Transcription
case study - Placecast
CASE STUDY Kiehl’s worked directly with Placecast to run a location-based SMS campaign in order to increase brand awareness and drive increased trac into their stand-alone boutiques. Customers who opted in to the program receive mobile alerts on new products, seasonal items, special events and promotional offers. 1 K I E H L’ S E N G A G E S C U S T O M E R W I T H M O B I L E A L E R T S Kiehl’s is an American cosmetics brand retailer that specializes in making premium skin, hair, and body care products. Founded as a single pharmacy in New York City’s East Village in 1851, Kiehl’s was purchased by the L’Oréal Group in 2000 and currently has more than 250 retail stores worldwide, supplemented by sales in high-end department stores. Kiehl’s was looking to add another channel of engagement with their customers, while increasing brand awareness and driving increased traffc into their stand-alone boutiques nationwide. PROGRAM Kiehl’s worked directly with Placecast to run a location-based SMS campaign called “Kiehl’s Alerts” that was deployed to all of Kiehl’s U.S. retail stores. During the first months of the program, more than 1,000 customers were recruited into the campaign through in-store signage, email campaigns, and through Kiehl’s social networking portals including Facebook and Twitter. Customers could either sign up via SMS or were led to a dedicated Kiehl’s branded webpage to sign-up for the campaign. Kiehl’s Alerts: Show this message to get deluxe samples of UF Cream & UF Cleanser w/a $25 purchase thru 10/14. Nearest Kiehl’s: The Village @ Corte Madera SIGN IN REGISTER 1-800-543-4572 NEW SKIN CARE BODY MEN HAIR GIFTS & MORE ABOUT US Store Locator OFFERS SIGN UP FOR KIEHL’S ALERTS Over 45 stores were geofenced, and geofence sizes were determined by various factors including population, density, proximity to one another, and whether stores were located in urban or suburban environments. Customers who are opted in to the program receive, on average, approximately 3 messages a month. The mobile alerts include information on new products, seasonal items, special events, and promotional offers Sign up for mobile alerts with insider info about new products, special events, and great offers when you're nearby Kiehl's stores & products. PHONE NUMBER EMAIL ZIP CODE I am interested in: SKINCARE HAIR MEN SPECIAL EVENTS BODY SUBMIT RESULTS The initial phase of the program ran for 6 months, during which more than 7,000 messages were delivered to participating users who were located within geofences around Kiehl’s stores. A survey conducted towards the end of the pilot found that 81% of the respondents recalled receiving text alerts and that the alerts increased the customer likelihood to visit a store by 77%. The survey also found that 73% of the respondents made purchases after receiving the alert, while 22% of respondents intended to purchase but didn’t. And while 43% of the respondents chose to redeem an oer because of a promotional oer, 48% of the recipients were interested in the oer due to the location factor. © 2011 KIEHL’S SINCE 1851. Site Map Privacy Policy Employment Corporate Gift Services Global Sites Kiehl’s Blog Like us on Facebook Follow us on Twitter “Kiehl’s customers want to be the first to hear about in-store events, exclusive offers, and the latest Kiehl’s products, and the Kiehl’s Alerts program is a great way to keep them in the know.” Frances Grant, Vice President of Retail Marketing and CRM at Kiehl’s Since 1851 2