Debenhams Voucher Trial Case Study - Gillian Makepeace
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Debenhams Voucher Trial Case Study - Gillian Makepeace

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Debenhams Voucher Trial Case Study - Gillian Makepeace Debenhams Voucher Trial Case Study - Gillian Makepeace Presentation Transcript

  • DebenhamsVoucher Trial Case Study July 2011
  • Debenhams - Introduction 1
  • Debenhams Case Study - Agenda • Background • Objectives • Planning • The promotion • Execution • Results 2
  • Debenhams Case Study - Background • Regular voucher campaigns • Historic methods used • Traditional national press advertising • Subsidise with new media activity 3
  • 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
  • Debenhams Case Study - Planning 5
  • Debenhams Case Study - Planning 6
  • 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
  • Debenhams Case Study - Execution • Affiliate • Vouchercloud • Mobile • Social Media • Email • Print 8
  • Debenhams Case Study – Affiliate 9
  • Debenhams Case Study – vouchercloud 10
  • Debenhams Case Study – Mobile 11
  • Debenhams Case Study – Social media 12
  • Debenhams Case Study – Email 13
  • Debenhams Case Study – Print 14
  • 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
  • Debenhams Case Study – Next steps German Launch in Autumn/Winter 2011 Mobile site launch later this year 16
  • Summary • Point 1 • Point 2 • Point 3 • Point 4 17
  • Questions • Any Questions??? 18