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Tracking emails offlineHow we helped a retail outlet quantify marketing success

McArthurGlen

McArthurGlen

› “Landlord” for retail “villages” › 21 villages in Europe (7 in UK)› Bricks and Mortar – no MAG online

sales channel› Central marketing, local MDs› Changes to digital marketing

leadership – renewed focus

Roermond

› Netherlands

France

Roermond

› Netherlands› Larger village format

Roermond

› Netherlands› Larger village format› High influx of German/Belgian

customers on weekend› Local marketing manager

VIP events

› 4 days (Thu-Sun)› 6-monthly, invitation only› Over 300,000 invitations in 2012› Objectives: customer acquisition and

reactivation› Customer should feel special – getting

excusive treatment

Historic issues

› Aggregate data: no re-targeting› Scanning: manual workaround (!!!!)› Manual process: low central oversight

Solution

› 4 entry level scanners› 3 campaigns:› Existing customer list› Online sign-up

Solution

› 4 entry level scanners› 3 campaigns:› Existing customer list› Online sign-up› Printed invitations

Solution

› 4 entry level scanners› 3 campaigns:› Existing customer list› Online sign-up› Printed invitations

› Partner integration / cooperation› Customer level and Aggregate

reporting› Campaign management / Support

Benefits

› Seamless VIP experience› Very little local effort required› Centrally visible, detailed results:› Times and volumes› Campaign performance› Source and Home country

› Able to re-target

Future plans

› Touchscreen kiosks – app UI

Future plans

› Touchscreen kiosks – app UI› Events at other locations› More SMS campaigns via shortcode

James Maxwell

Digital Sales, UK

james.maxwell@prinovis.com

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Text “coffee” to 83118

Any questions?

James Maxwell

Digital Sales, UK

james.maxwell@prinovis.com