Retail Marketing | Customer Engagement Case Study | ...


Shopping Centre, Ireland New Look at Jervis

The Background

Jervis Centre is home to the largest New Look in the world and benefits from the support of the brand’s European marketing initiatives, while the centre’s marketing resources support the store with tactical campaigns when they need to react quickly to local trading conditions.

The Challenge

Boost footfall and sales during a quiet trading period.

New Look was experiencing a drop in trade, so a campaign was developed through Darius to boost immediate sales by focusing on a new denim collection.

The Solution

A multi-channel shopper marketing campaign was devised, agreed and developed in Darius in the space of four days. New Look provided a 20% discount incentive on the denim collection to be redeemed in store over a two-day period. This was promoted through social media, the shopping centre’s website, targeted emails, fashion bloggers and promoted Facebook posts.

The New Look denim collection was also promoted on social media using engaging fashion-led content entitled ‘Get the Celeb Look’.

All shoppers wishing to obtain a 20% discount voucher were required to register their interest on a purpose-built landing page created in Darius, upon which Velocity Worldwide captured personal details, preferences and required data opt-ins. Upon registering, each shopper was immediately presented with their discount bar-code for redemption in store.

The Results

  • 30% of shoppers who downloaded their discount voucher redeemed it in-store.
  • There as a notable increase in footfall and spend during the promotional period, resulting in €1,800 in sales of the denim collection over the two days.
  • New Look’s shopper database grew by 11.5% as a result of engagement in the promotion.

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