For the Reserved brand, we organized a promotional campaign using discount coupons and e-mail marketing. The campaign was dedicated to people who subscribe to the Reserved and Reserved Kids newsletters.
Duration of the campaign: 27/05/2009 - 01/06/2009
Campaign goals: maintaining communication with customers, supporting sales while distinguishing and rewarding loyal customers who subscribe to the Reserved and Reserved Kids brand newsletter.
Strategy: systematic expansion of the subscriber base - using the website (newsletters informing about the benefits of subscribing to the database), emailing, display ads on portals and promotional campaigns to encourage people to provide their e-mail addresses. Regular communication with customers. Presenting them with special offers.
Communication with customers: regularly informing subscribers about new products in the brand Reserved - regular sending of newsletters. Getting subscribers used to the fact that it is worth subscribing to the newsletter because the brand values and rewards these people. Campaigns using promotional coupons are organized periodically in order to maintain communication and distinguish people registered in the database.
Course of the campaign: on the occasion of Children's Day, a campaign was organized to promote the Reserved Kids brand among subscribers of the Reserved newsletter and to support sales among people registered in the Reserved Kids database. Each subscriber received an e-mail with information about the Children's Day promotion - 30% discount on the children's collection. To take advantage of the discount, you had to click on the email and open the page with the discount coupon, which contained a unique barcode. After presenting the coupon in the showroom and scanning the code by the seller, the discount was granted.
After the promotion ended, people who took advantage of the discount received an additional gift - an e-mail was sent with another coupon, this time the coupon entitled them to collect a hat in Reserved Kids stores for PLN 1.
The campaign primarily used the internal database of Reserved and Reserved Kids newsletter subscribers. Emails have been properly optimized to increase their effectiveness. The emails had an option to recommend to a friend, thanks to which the reach of the campaign was significantly expanded (14,000 recommended email addresses).
Additionally, all people who subscribed to the Reserved or Reserved Kids newsletter from the websites of these brands during the campaign activated their address and immediately received a code authorizing them to take advantage of the promotion.
For the purposes of the campaign using barcodes in showrooms, an application developed by the zjednoczenie.com agency was used, which verifies the authenticity and uniqueness of these codes. Salespeople in showrooms scan the barcode, thus verifying its correctness. Thanks to such an application, it is possible to precisely check which users took advantage of the discount and then send them a thank you and a gift (a coupon for a hat).
Results: almost 3% of all subscribers used their coupon in Reserved Kids stores. The mailing list also grew by almost 3% with new, confirmed email addresses. Beyond these measurable results, the campaign strengthened the brand: 14,000 people found it attractive enough to recommend it to friends.
