Debenhams Voucher Trial Case Study - Gillian Makepeace

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Debenhams Voucher Trial Case Study - Gillian Makepeace

  1. 1. DebenhamsVoucher Trial Case Study July 2011
  2. 2. Debenhams - Introduction 1
  3. 3. Debenhams Case Study - Agenda • Background • Objectives • Planning • The promotion • Execution • Results 2
  4. 4. Debenhams Case Study - Background • Regular voucher campaigns • Historic methods used • Traditional national press advertising • Subsidise with new media activity 3
  5. 5. Debenhams Case Study - Objectives • Multi‐channel approach • Detailed reporting • Increase store footfall and online traffic • Reduce the reliance on offline advertising channels • Capture email and mobile data • Acquire new customers • Use unique codes to prevent misuse 4
  6. 6. Debenhams Case Study - Planning 5
  7. 7. Debenhams Case Study - Planning 6
  8. 8. Debenhams Case Study - The promotion Dates - 25th October ‐ Friday 12th November 2010. Offer for Print/ National Press ‐ £5 off in store when you spend £25 or more/ 15% off any spend online. Offer for Affiliate/ Email/ SMS/ iPhone App ‐ £5 off in store with no minimum spend/ 15% off any spend online. In Store offer ‐ £5 off in store when you spend £25 or more. Vouchercloud offer ‐ 10% off in store. 7
  9. 9. Debenhams Case Study - Execution • Affiliate • Vouchercloud • Mobile • Social Media • Email • Print 8
  10. 10. Debenhams Case Study – Affiliate 9
  11. 11. Debenhams Case Study – vouchercloud 10
  12. 12. Debenhams Case Study – Mobile 11
  13. 13. Debenhams Case Study – Social media 12
  14. 14. Debenhams Case Study – Email 13
  15. 15. Debenhams Case Study – Print 14
  16. 16. Debenhams Case Study - Results • High volume distribution through affiliates • Affiliates drove 43% of the total sales during the campaign • 57% in store 43% online • 70% of the new customers from the campaign acquired through affiliates • Successful trial = Repeat campaign 15
  17. 17. Debenhams Case Study – Next steps German Launch in Autumn/Winter 2011 Mobile site launch later this year 16
  18. 18. Summary • Point 1 • Point 2 • Point 3 • Point 4 17
  19. 19. Questions • Any Questions??? 18

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