The case study details a marketing campaign for a leading mobile phone retailer in Bangalore, aimed at increasing walk-ins to six specific outlets through tailored mobile promotions. By utilizing customer segmentation based on mobile handset types and location-based advertising, the campaign successfully engaged over 50,000 users, resulting in a 45% increase in foot traffic. The initiative demonstrated the effectiveness of delivering relevant offers and leveraging existing networks to promote store visits.

1. Case study
Generating walk-ins to
specific retail outlets

2. About the client:
• A leading mobile phone retailer based out of Bangalore and have network in major cities
of south India
Brief
• To create an awareness on anniversary sales offer and increase walk-ins to 6 of their
outlets.
Idea
• Deliver information on the available promotions to consumers mobile phone in an
animated format.
Challenges
• To communicate multiple offers in the promotion to the right customers and to overcome the
disbelief in promotions in a competitive market

3. Campaign strategy 1
• Customized the promotional offers to the right customers
by profiling the mobile handsets that users carry
• Deliver relevant promotions that’s fits their mobile profile

4. How we did it?
• We segmented customers based
on their phones which are Lower
Low end handsets end, mid segment and High end
(
(<5000 rs) handsets
• We delivered relevant
communication to them by
delivering offers that matched
Mid segment
h
handsets (<12000 rs)
their profile
• E.g. For mid segment handsets
we delivered offers on Memory
cards to upgrade their mobile
Highend handsets memory!
(
(>12000 rs)

5. Campaign strategy 2
• Make promotions location dependant by running campaign
in 20+ locations around the selective outlets of the client
• Incorporating address of closest retail outlets in creative

6. How we did it?
• During the campaign our existing BluFi
network was used for the promotions
RT Nagar Jayanagar
• The retailer has multiple outlets in
Bangalore
• In the BluFi locations near the outlet we
delivered the promotional message to
customers and prompted them to walk-
Forum BSK III in to the outlet by providing the address
stage
of the nearest outlet!
• E.g. Users In Bangalore Forum mall
received a relevant offer along with a
message to check out more offers at 2nd
South CMH Road floor where they can find an
‘Sangeetha’ outlet !

7. Activations to get users turn on Bluetooth
Posters
Standees
Stickers
Tent cards
LCD screens
..etc were used to
educate customers to
switch on their mobile
bluetooth.

8. Campaign strategy 3
• We Deployed additional units @ Sangeetha outlets to
determine walk-ins to the store
• Detailed analytics to understand the walk-ins and their
profile

9. The results
• The campaign was a huge success and generated
great response from the users
• The numbers revealed that users found it exciting to
receive relevant offers directly on their mobile

10. 50000+ users
were engaged to
the promotions
through 20+
hangout locations
around Bangalore!

11. Before campaign During campaign
RT Nagar 244
196
Maratha Halli 589
856
Jayanagar 1126
498
CMH Road 1197
811
Banashankari 493
248
Forum 3260
2451
0 500 1000 1500 2000 2500 3000 3500
Footfalls of users with Bluetooth turned on in different retail
locations increased from 20% to 150% during the campaign

12. Low Medium High
RT Nagar
Maratha Halli
Jayanagar
CMH Road
Banashankari
Forum
0% 20% 40% 60% 80% 100%
• Campaign also presented information on mobile device profile for users visiting the location
• As it is evident that Forum and Marathhalli represent much better concentration towards high
and medium end customers

13. Over 4000
users visited the
store after they
received offer
details via BluFi!

14. Users visiting the outlet after
Before downloading the offers
campaign
Users downloading the offers
inside store
During Users who were discovered
Campaign in store but never
downloaded offers
0 2000 4000 6000 8000
Its significant that more users were visiting the outlets after
downloading the promotions and content

15. Staggering 45%
increase in
footfall with
Bluetooth turned
on across the
locations!

16. Activity Summary
Duration Of the Campaign 19th June to 30th June 2009
Location of the campaign Bangalore, India.
Unique users who were engaged with 50,423.
% increase in footfall with Bluetooth 45%
turned on across the locations

17. Website: www.telibrahma.com
E-mail: info@telibrahma.com
Blog: www.telibrahmaindia.blogspot.com
Slideshare: www.slideshare.net/blufi
Twitter: www.twitter.com/telibrahma