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Shopping Centre, Ireland Jervis Shopping Centre – Marks & Spencer

The Background & Challenge

Marks & Spencer (M&S), a key retailer within Dublin-based Jervis Shopping Centre, wanted to prove to their target audience – parents – that their store could help prepare them for all their ‘Back to School’ needs through a multi-channel marketing approach.

M&S wanted to roll out a ‘Back to school’ campaign in the weeks leading up to the new school year. The retailer wanted to attract new customers, whilst also engage with their current customer base.

The Solution

By combining digital savvy, fresh perspectives, and good old-fashioned storytelling, M&S leveraged Velocity’s data, personalisation and insights platform, Darius® for Retail to launch their ‘Back to School’ campaign. The campaign was promoted online via social, email and in real-time through the centre’s customer Wi-Fi. Each engager, was entered into a draw to win one of two €100 M&S gift cards. The campaign also featured shoppable content to show that ‘Back to School’ shopping is an experience for the whole family to share. What’s more, Darius® was also used to drive segmentation tactics by asking shoppers which categories they were interested in. This segmentation tactic will be used to drive on-going personalisation strategies, ensuring that future content is targeted and aligned to shoppers’ interests. 

 

The Results

M&S is the type of store parents love because they can get all of their ‘Back to School’ shopping done in one trip: the results speaks for themselves!

  • 585 new engagers
  • 41% campaign conversion rate
  • 168 Facebook engagements
  • Wi-Fi 147 engagements
  • 33,417 segmented shopper emails
  • 44% respondents interested in women’s fashion
  • 25% interested in kid’s fashion
  • 15% interested in men’s fashion

 

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