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Stein Mart case study

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How a major retailer generated over 57% in-store redemption using the eShare platform

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Stein Mart case study

  1. 1. Case Study: “Stein Mart” © 2010 ePush!. All Rights Reserved. www.epush.us
  2. 2. The Campaign Objectives:! •  The main objective of this campaign was to increase store redemptions through a referral campaign leveraging their current customers to build a database of new customers. © 2010 ePush!. All Rights Reserved. www.epush.us
  3. 3. The Campaign Strategy! •  Direct Mail: large postcard focusing on the share incentive/sweepstakes •  List: A total of 20,000 postcards were sent out to their customer database in the regional area surrounding stores from Kentucky, Ohio and Indiana. © 2010 ePush!. All Rights Reserved. www.epush.us
  4. 4. The Personalized URL! •  The direct mail contained a personalized URL that directed customers to a unique micro-site Personalized URL sends customer to ePush landing page © 2010 ePush!. All Rights Reserved. www.epush.us
  5. 5. Real-Time Tracking! •  As soon as the customer lands on the micro-site, ePush’s analytics shows them walking across the screen. © 2010 ePush!. All Rights Reserved. www.epush.us
  6. 6. Segmented to display sales funnel! Printed offer Shared offer Number of Shows actual Filled out form, customers that hits on the now answering started filling “Activated” landing page questions out info offer © 2010 ePush!. All Rights Reserved. www.epush.us
  7. 7. Custom Survey! •  Stein Mart used the custom survey platform to gauge how many users were frequent Stein Mart shoppers or new customers. © 2010 ePush!. All Rights Reserved. www.epush.us
  8. 8. Custom Survey! •  89% of users reported that they monthly or rarely shop at Stein Mart, providing a huge opportunity to expand their customer database. © 2010 ePush!. All Rights Reserved. www.epush.us
  9. 9. Share module! •  Customers were then directed to share the offer in one click using as many as 233 different social networks, email, and SMS text messaging © 2010 ePush!. All Rights Reserved. www.epush.us
  10. 10. Share motivator! •  Stein Mart took advantage of the ePush share motivator to entice customers to share with an additional sweepstakes offer. © 2010 ePush!. All Rights Reserved. www.epush.us
  11. 11. One-click sharing! •  With one click the $10 off $25 offer, and $1,000 sweepstakes incentive could be posted and shared with the world. •  Stein Mart used custom messaging and branding to make the share message stand out. © 2010 ePush!. All Rights Reserved. www.epush.us
  12. 12. Posts in real-time! © 2010 ePush!. All Rights Reserved. www.epush.us
  13. 13. Social sharing delivered 85% of total response! •  ePush analytics showed the direct mail campaign response to be just under 5.2% of the total response •  The share module delivered 85% © 2010 ePush!. All Rights Reserved. www.epush.us
  14. 14. Social sharing breakdown! •  3,597 people shared the offer, bringing in 25,464 additional responses. © 2010 ePush!. All Rights Reserved. www.epush.us
  15. 15. Social sharing breakdown! •  The offer quickly spread virally throughout the entire US © 2010 ePush!. All Rights Reserved. www.epush.us
  16. 16. Data collection: •  Of the 15,462 names and emails collected, 13,868 were considered new customers to Stein Mart’s existing database. •  Of the data collected, 86% came from social sharing. © 2010 ePush!. All Rights Reserved. www.epush.us
  17. 17. Store delivery! •  Customers were able to print out the original $10 off $25 coupon to redeem nationwide at any Stein Mart location. © 2010 ePush!. All Rights Reserved. www.epush.us
  18. 18. Increase store traffic: •  Based off previous campaigns Stein Mart expected 600 redemptions (2-3%). •  This campaign’s redemption rate was 13 times higher than their expected goal. Expected Redemption 600 3% Actual Redemptions: 8,000 40% © 2010 ePush!. All Rights Reserved. www.epush.us
  19. 19. Overall campaign produced a 150% response Total response: 150.30% Mail response: 7.85% Social response: 127.30% Direct response: 15.15% •  The ePush platform increased response by 85% © 2010 ePush!. All Rights Reserved. www.epush.us
  20. 20. Email dominated outgoing shares Outgoing shares: (people that shared) Email: 71% Facebook: 24% SMS: 2% Twitter: 3% •  Email proved to be the most popular form of sharing the offer. © 2010 ePush!. All Rights Reserved. www.epush.us
  21. 21. Email dominated incoming response Incoming social response: (response from shared sources) Email: 86% Facebook: 11% Twitter: 3% SMS: .04% •  Incoming response again was dominated by Email, delivering 5 times more response then the 2nd highest share source © 2010 ePush!. All Rights Reserved. www.epush.us
  22. 22. Overall The ePush software brought a new level of opportunity, potential and ultimately success to Stein Mart’s direct mail campaign through the integration of social sharing, bringing offline marketing to the forefront of success stories by adding online capabilities. Stein Mart experienced a remarkable response and redemption rate. © 2010 ePush!. All Rights Reserved. www.epush.us

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