Retail & eCommerce Marketing Case Studies
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The document discusses marketing strategies for King of Prussia Mall. It describes how the mall shifted to more online and social media focused marketing in 2009 by enlisting a brand ambassador and stylist, Tracy Taylor. This included redesigning the mall's website to feature fashion articles, videos, and social shopping tools. The marketing efforts were very successful, with the mall's Facebook page gaining over 11,000 fans within two weeks and its Twitter gaining over 700 followers. A viral contest further promoted the mall's fashion and engaged customers through uploading outfits and voting online.
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- 1. King of Prussia Mall: Multi-channel Marketing Services • Market Research • Business Analysis • Merchandise Analysis • Merchandise & Style Consulting • Circulation Planning • Brand Development Integrated Multi-channel Programs and Campaigns • Event Marketing Programs • Contest & Sweepstake Programs With the largest collection of high-end retail stores on the East Multichannel Campaign Development Coast, as well as an all-encompassing variety of dining options, • Strategic Creative Development King of Prussia Mall is a destination for close-in shoppers and • Online Marketing Strategy • Interactive Design & Implementation travelers alike. The center attracts over 20MM customers a year • Social Media Strategy & Planning from as far away as Europe and Asia. • Design & Production • Copywriting • Photography & Photo Production For over 20 years, Lorél Marketing Group has been the agency of • Talent Sourcing record for this world-renowned destination. During this time, we • Prepress & Print Production • Mail Management have employed many different advertising techniques to reach a multi-tiered marketplace encompassing kids, teens, trend- Deliverables • Catalogs / Magalogs seekers, fashionistas and tourists. From outdoor to direct, print to • Posters / In-mall signage broadcast, PR to digital, Lorél has created attention-grabbing and • TV & Radio Production successful multi-channel marketing campaigns. • Online Video • Outdoor • Email Programs • Websites & Microsites • Rich Internet Applications • Search Marketing • Banner Ads 1
- 2. King of Prussia Mall: Brand Marketing A Digital Shift With Brand Ambassador, Stylist Tracy Taylor Based on the successes in 2008, we shifted the marketing strategy in 2009 from primarily offline to online focused to meet the growing needs of shoppers and increased demand for social tools. To accomplish this goal, we enlisted a Brand Ambassador, Stylist Tracy Taylor. We focused on quality content and engagement through a fully redesigned website with fashion-focused articles and videos to highlight stores and products that will drive shoppers to the mall. "Hot Deals" and social shopping tools were placed in prominent areas on the website to further feature the stores and products available. The Trip Planner provides shoppers with an easy to use personalized itinerary tool that plans, maps, and pre- selects products before shoppers go to the mall. Today, KOP customers are enjoying a product rich online experience. 2
- 3. King of Prussia Mall: Brand Marketing Each of the 400 plus stores are represented by a "Store Detail" page, which provides a description and location of the store, as well as promotes individual products. The "Product Detail" page features products from the stores that were highlighted in the articles, videos, and promotions throughout the website and other promotions. Shoppers are encouraged to save and share their favorite stores, brands, and products. www.kingofprussiamall.com 3
- 4. King of Prussia Mall: Brand Marketing Social Shopping Tools Shoppers can submit their "Looks", favorite products, and "Hot Deals". Quick poll questions allow for behavioral and preferential targeting as well as allows us to understand what our shoppers want. Engaging Mobile Messages From Tracy "Get Tracy's Tips, Trends, & Deals. Pick, rate, & share your favs." 4
- 5. King of Prussia Mall: Brand Marketing Social Shopping Tools Shoppers can save their favorite products, stores, brands, videos, articles, etc. to their personal profile and share it with friends using MyStyle. "Add A Comment" links are on almost every piece of content on the website. Social sharing and book- marking icons are prominently placed on every page. Fan pages were created and linked to on Facebook, MySpace, Twitter, and YouTube. 5
- 6. King of Prussia Mall: Brand Marketing Social Networking Pages The Brand Ambassador campaign along with the re-launch of the website and social networking pages proved to be a great success. We enlisted 11,218 fans on the KOP Facebook page within the first two weeks after launch. To date there are 21,243 and Twitter KOP has 785 followers. Twitter Page KOP KOP Facebook MySpace Page Page 6
- 7. King of Prussia Mall: PR CBS 3: 3 On Your Side, Save Money Using Facebook and Twitter The media is a frequent visitor to King of Prussia Mall. In this clip CBS 3 Consumer Reporter, Jim Donavon, reports on how organizations, such as the King of Prussia Mall, use social media channels to promote information such as sales and events to their fans. Other companies featured in the piece include South West Airlines, Sephora and Nordstrom! The highlight of the shift was the complete collaboration between client, ad agency, and PR agency. 7
- 8. King of Prussia Mall: Social Media Marketing "What's Your Look?" Viral Contest The six week long contest was created to promote King of Prussia Mall's 2008 fall fashion season in a different way and introduce social media as part of the marketing mix. Two hundred and fifty thousand shoppers were asked to upload a photo of their best- accessorized Fall/Winter outfit purchased from retailers at the mall to a microsite, KOPstyle.com. "Looks" were separated by category: Men's, Women's and Children's. Visitors to the site then rated, voted, shared, and commented on their favorite "looks". The contest went viral when users emailed, Tweeted, blogged, and posted comments in their own social graph to enlist votes. The winner had over 16,000 votes. 8
- 9. King of Prussia Mall: Social Media Marketing "What's Your Look?" Viral Contest A multi-channel approach was used to promote and support the contest. Marketing support included: 100k direct mail pieces, in-mall signage, 2 eStyle Newsletter promos to a list of 15,687 subscribers, new social media pages (MySpace, Facebook, Twitter, YouTube) social bookmarking/sharing tools, and a Daily Candy dedicated email to 17,500 of its affluent subscribers. Goals: increase engagement with the brand, introduce social media to its customers, and increase registrations to eStyle Newsletter and MyStyle (personal profiles on the website). Results: 43% increase in website traffic, 52% increase of new MyStyle profiles, 1,110% increase of eStyle registrations, and significant increase in word-of-mouth activities. 9
- 10. King of Prussia Mall: Social Media Marketing 18,000 180,000 16,000 160,000 "What's Your Look?" Viral Contest 14,000 140,000 12,000 120,000 A significant spike in website traffic in 10,000 100,000 WOM Mentions November 2008 to KOPstyle.com shows the 8,000 80,000 KOPStyle.com KOPMall.com effect the contest had on word-of-mouth 6,000 60,000 mentions. Facebook alone had 1,445 4,000 40,000 mentions in November, a 42% increase over 2,000 20,000 the rest of the year. Google found 0 0 approximately 4,404 instances of blog entries, Jan-08 Feb-08 Mar- Apr-08 May- Jun-08 Jul-08 Aug- 08 08 08 Sep- Oct-08 Nov- 08 08 Dec- 08 forums posts, photo and video sharing site entries, etc. 60 1,600 1,400 The top eight referring traffic sources shows a 50 WOM pattern that complements the spike in 1,200 40 Twitter November web traffic: 1,000 YouTube Blogger - Technorati 30 800 Truveo FlickR 600 Word Press 20 Facebook 400 10 200 0 0 Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- Oct- Nov- Dec- 08 08 08 08 08 08 08 08 08 08 08 08 10
- 11. Lehigh Valley Mall: Grand Opening Campaign Services • Market Research "Come Out And Play", Lifestyle Center • Business Analysis • Merchandise Analysis Grand Opening • Merchandise & Style Consulting • Brand Development • Event Marketing Programs In response to shifts in the market, and a growing consumer • Contest & Sweepstake Programs desire for more upscale shopping blended with relaxation and Multichannel Campaign Development recreation, Lehigh Valley Mall embarked on a re-invention with the • Strategic Creative Development development of a new 120,000 square foot outdoor lifestyle • Online Marketing Strategy • Interactive Design & Implementation center. • Design & Production • Copywriting Lorél's mission was to generate awareness, sales, and a positive • Photography & Photo Production impression with the community. Lorél achieved this by creating a • Talent Sourcing grand opening event, Come Out And Play, that featured • Prepress & Print Production • Mail Management performers from the renowned Cirque acrobatic troupe and a multi-channel marketing campaign that was supported by direct Deliverables • Print Collateral mail, radio, outdoor, in-mall signage, PR, online media • Brochures placements, email and an exciting microsite. • Posters / In-mall signage • Video • Outdoor • Email Programs • Websites & Microsites • Banner Ads 11
- 12. Lehigh Valley Mall: Microsite "Come Out And Play", Grand Opening Microsite The Grand Opening microsite was created to link to the mall's website. This rich media site included behind the scenes video footage of the photo shoot, a sneak preview of Cirque performances, continually updated information of the new center, stores, and Grand Opening events. Consumers could provide their email address for future communications and a chance to win a $500 gift card and an incentive for entry. Grand Opening Microsite Home Page 12
- 13. Lehigh Valley Mall: Email & Online Banners "Come Out And Play", Email and Online Banners Three email blasts were sent to a list of 15,000 of the mall's core customers within a 25 mile radius of the mall. The first blast announced the lifestyle center and new stores. The second, announced the Grand Opening and the third promoted the Grand Opening events. An online banner promoting the event was placed in the areas leading newspaper website on the home page for 3 days preceding the event and led to a 2.66% click-thru rate. 13
- 14. Lehigh Valley Mall: Website "Come Out And Play", Today… Lorél continued the "Come Out And Play" theme after the Grand Opening event with a fun campaign that features a series of dance. Lehigh Valley Mall's main website was redesigned to match the campaign. Hip Hop dancers were featured first, then salsa. Look for a ballet theme for the holiday season. Social networking was also introduced to keep the excitement going. View the Website 14
- 15. Lehigh Valley Mall: Social Media LVM Twitter Page LVM MySpace Page LVM Facebook Page 15
- 16. Holy Redeemer - Just4Moms: User Experience Worked with Holy Redeemer to define their audiences and create a robust, online engagement program called Just4Moms, to support their patients throughout the different stages of pregnancy and provide a relevant and personalized experience. Understanding the audience's mindset through each stage of pregnancy, I was able to create user experiences that put tools, relevant content, and resources at their fingertips. Jane Miller After months of trying, Jane and her husband are expecting their first child. Excited to become a mom, Jane goes to the internet to learn everything about pregnancy, parenting, families, etc. Background Jane Miller Abington, PA Age 31, HHI: $75,000 Married 16
- 17. Holy Redeemer - Just4Moms: User Experience Holy Redeemer: Just4Moms User Experience Map 17
- 18. Holy Redeemer - Just4Moms: User Experience Holy Redeemer: Just4Moms User Behavior Map 18