Topshop/Topman is a tenant at Castlepoint Shopping Park and a new client of Velocity Worldwide. The retailer had been experiencing a downturn in sales growth over the previous months and was keen to deploy a campaign using our shopper engagement platform, Darius™ that would promote their sales stock and stimulate sales in the short-term.
The campaign needed to be activated within a very short time-frame and needed to drive immediate sales, but also capture valuable shopper data to allow the centre marketing team to become even more targeted with future campaigns for this tenant.
Two versions of the campaign were delivered: The first strand of the campaign targeted all existing shoppers visiting the Shopping Park and was deployed across web, email and social channels. This element of the campaign was designed to promote the sales stock on offer and to build a segmented list of Topshop prospects for future campaigns. The second version of the campaign was designed to target the student market and promote a special student 20% discount offer. This part of the campaign was deployed across email and social channels only.
FOR THE GENERAL SHOPPER CAMPAIGN:
An increase of +24% against plan
An increase of +36% year-on-year
A substantial increase in footfall
FOR THE STUDENT PROMOTION CAMPAIGN:
The store was the second highest performing against the other stores in the area
27% of overall sales over the student discount period were specifically bought by students using the promotion