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Shopping Park, England Bella Italia at Gallions Reach

The Background

Gallions Reach is London’s largest outdoor shopping park with a primarily fashion and leisure retail offer. The shopping park had been using Darius™ as their customer engagement platform to deliver their shopper communications since October 2013, and had developed a well segmented shopper database over the previous two years.

The Challenge

Bella Italia were opening a new restaurant at Gallions Reach and were keen to work with the shopping park’s marketing team to target existing shoppers coming into the park so as to convert them to Bella Italia diners. The restaurant chain also wanted to ensure that they were gathering more shopper data throughout the promotional campaign to enable them to run even more targeted campaigns in the future.

The Solution

Darius™ was used to design and publish a promotional campaign that consisted of a competition to win a £100 Bella Italia voucher, with every entrant receiving a bounce-back offer to redeem for a free starter or dessert in the restaurant during the promotional period. There was also an incentive to refer a friend in order to receive additional prize-draw entries.

The Results

  • 339 offers were redeemed at the restaurant
  • Sales figures for the restaurant launch far exceeded targets.

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