Shopping Centre, England County Mall - Fashion Hotpots

The Solution

Velocity Worldwide’s marketing agency team designed a campaign that delivered an engaging in-centre experience and included multiple touch-points online and in-centre that created opportunities to drive sales.

 The activity included:

• Installation of multiple dynamic fashion hotspots throughout the centre, which were designed to stop shoppers in their tracks as they walked through the shopping mall, while providing an on-trend back-drop to showcase the best of the current season’s fashion.
• Design and Implementation of a multi-channel shopper engagement campaign using Velocity’s data, personalisation and insight platform, Darius® for Retail which shoppers were incentivised to engage with:
  (a) Before they visited the store: via email marketing, digital advertising and social media content and promotions featuring fashion trend guides, competitions and unique discounts.
  (b) While at the centre: while they were in shopping mode, through various calls-to-action such as scanning QR codes and texting to win outfits showcased at the centre. Once shoppers engaged with the game/competition they were sent discounts and extended product guides to their phones to encourage store visitation and spend.

The Results

Of the thirteen fashion stores featured:

• All stores had their best period of hitting sales targets for the year to date.
• Three stores reported sales uplifts of +35% vs. target on products featured in the campaign.
• One store saw their weekly sales triple over the campaign period.