Shopping Centre, England Ecco at Parkway

The Background

Ecco had been experiencing a period of flat or negative trading for the first quarter of trading in 2014.In an effort to stimulate immediate sales for this tenant, the centre’s marketing team developed an Ecco branded promotion on Darius, targeting relevant shopper groups that had been tagged on the Darius databases.

The Challenge

Boost sales at an under-performing store.

The Solution

A ‘standout’ offer was required to reinvigorate footfall at the Ecco store. This comprised a 30% off exclusive discount valid for a limited period.
Darius was deployed to deliver an effective, multi-channel shopper marketing campaign that captured the personal data of interested shoppers, while encouraging them to visit.

The offer was promoted via social media, an email marketing campaign to the Parkway Newbury shopper database, and featured on leaflets that were dropped through the doors of Newbury residents. The offer was accompanied by a number of product-led communications designed to excite and educate shoppers on Ecco shoes, handbags and leather goods.

All shoppers claiming their exclusive discount voucher via the Darius-powered landing page were automatically ‘tagged’ as Ecco shoppers for future targeting purposes.

The Results

Ecco sales went from being 4% down year-on-year in January, to 64% and 36% up for February and March respectively.
During the core two weeks of the promotion, the store tracked over £1,200 worth of sales from the Darius-powered campaign.

"I wish we could do this all the time; it was really noticeable, the extra footfall and interest generated in-store."

Ecco Store Manager Parkway, Newbury

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