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

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

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

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