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Shopping Centre, England The Octagon Shopping Centre

The Background & Challenge

UK fashion retailer, Dorothy Perkins ran a national promotion that offered shoppers 25% off in-store. In the opening week of the promotion, the Dorothy Perkins store at the Octagon Shopping Centre had received low levels of redemption of their offer, so the Velocity team that manage the overall marketing function for the centre was challenged with improving the performance of the promotion before the campaign end-date hit.

The Solution

The centre have integrated Velocity’s data, personalisation and insights platform, Darius® for Retail with their Automatic Number Plate Recognition (ANPR) system, which enables the centre to deliver personalised content to shoppers via their mobile phone when Darius® identifies that they have entered the car park (and as long as they have opted in to receive proximity marketing messages).

For Dorothy Perkins, we were able to ‘serve up’ their offer to those shoppers entering the car park that matched their target audience profile, giving the right shopper who was already on-site an additional incentive to visit their store. A unique code was used to track redemptions of the offers served with proximity messaging to determine the impact it had.

The Results

• 105 offers redeemed as a result of the proximity messaging push vs. the 5 redemptions before the Darius® push.

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