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Performance Marketing & the World Beyond Online - Gillian Makepeace (Debenhams)
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Performance Marketing & the World Beyond Online - Gillian Makepeace (Debenhams)

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Transcript

  • 1. June 2011 Debenhams Voucher Trial Case Study
  • 2. Debenhams - Introduction
  • 3.
    • Background
    • Objectives
    • Planning
    • The promotion
    • Execution
    • Results
    Debenhams Case Study - Agenda
  • 4.
    • Regular voucher campaigns
    • Historic methods used
    • Traditional national press advertising
    • Subsidise with new media activity
    Debenhams Case Study - Background
  • 5.
    • 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
    Debenhams Case Study - Objectives
  • 6. Debenhams Case Study - Planning
  • 7. Debenhams Case Study - Planning
  • 8.
    • 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.
    Debenhams Case Study - The promotion
  • 9.
    • Affiliate
    • Vouchercloud
    • Mobile
    • Social Media
    • Email
    • Print
    Debenhams Case Study - Execution
  • 10. Debenhams Case Study – Affiliate
  • 11. Debenhams Case Study – vouchercloud
  • 12. Debenhams Case Study – Mobile
  • 13. Debenhams Case Study – Social media
  • 14. Debenhams Case Study – Email
  • 15. Debenhams Case Study – Print
  • 16.
    • 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
    Debenhams Case Study - Results
  • 17.
    • German Launch in October 2011
    • Mobile site launch later this year
    Debenhams Case Study – Next steps

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