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Shopping Centre, England John Lewis at Parkway

The Background

John Lewis is one of two anchor tenants at Parkway and one of the main footfall drivers for the scheme. As a relatively new shopping centre, the centre’s marketing strategy was focused on building brand awareness within primary and secondary markets and educating shoppers on the key retailers trading there.

The Challenge

Acquire new shopper data, while promoting the John Lewis store in the run-up to Christmas.

The Solution

A competition to win ‘a £250 shopping spree’ formed the focal point of a Darius-powered shopper marketing campaign that ran in the run up to Christmas. Email, social and print communications were deployed to promote the competition and encourage social sharing. All communications were assigned Darius trackers to measure direct engagement.

All shopper details were captured via a competition landing page built in Darius and all entrants were automatically tagged as ‘John Lewis’ for future targeting purposes.

The Results

Darius measured 1,534 views of the competition landing page with 1,314 shoppers entering the competition; a conversion rate of 82%

"The brand awareness initiatives have certainly been working for us and to receive such a great response to the competition was excellent considering the relatively low prize value."

Lea Wheeler Departmental Manager, John Lewis, Newbury Parkway

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