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How Wereldhave launched its most successful CRM campaign ever during the coronaviruspandemic
‘In 2020, we found ourselvesfacing a challenge: how can wefocus attention on our shopping centres during the coronavirus pandemic in a way that is bothtactical and relevant, without ourrange of traditional events?
Together with Basebuilder,we devised a conceptthat exceeded ourown expectations onseveral fronts.The campaign hasdelivered us by far the best result ever.’ Rik Janssen Marketing Manager at Wereldhave
Case: Holiday at home weeksWereldhave and Basebuilder
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The contextSummer 2020: Wereldhave rents shop space to businesses that currently have fewer visitors on account of coronavirus measures. Traditional marketing activities like events and other major crowd pleasers are suddenly no longer possible. At the same time, we see fewer people heading off abroad on holiday.
For the 2020 summer season, Wereldhave and Basebuilder came together to look at how, against this backdrop, we could focus attention on our centres in a way that was both tactical and relevant. How could we goabout achieving our goals?
1 To stimulate sales andvisits to shops run byWereldhave retailers.
2 To create long-termvalue for the centres:expand and enrich thenewsletter database.
3 Centre branding and
customer retention.
Three key objectives:
‘We were looking for a solidpartner to help set up a campaign. My colleagues had seen a promo-tion that Blokker had run in colla-boration with Basebuilder. It was then that we realized that we had to get in touch with Basebuilder.’
Rik Janssen Marketing Manager at Wereldhave
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About WereldhaveWereldhave Full Service Centers contri- bute to a more joyful and comfortable everyday life. A one-stop location for groceries, shopping, leisure, relaxation, sports, health, work and other daily needs – all supported by smart concepts and digital services. By investing sustainably to meet the needs of customers and local areas, we enrich communities, while caring for the environment, and have a positive effect on the way people live, work and shop.
Wereldhave Full Service Centers play a vital role in people’s everyday lives in leading regional cities in the Netherlands, Belgium and France.
AboutBasebuilderBasebuilder develops savings programmes and shop & win campaigns for retailers, e-tailers, and brands. From its office in Utrecht, it helps global brands to activate their shoppers and to develop loyalty amongst their customer base.
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The conceptIn the summer of 2020, each of the tenparticipating shopping centres launchedits own commercial announcing a shop and prizedraw campaign with a simple message: our shops can give you that holiday feeling closer to home.
In the commercials, shopkeepers spoketo their audience in the language of theirproducts – the baker in French, the pizzeriain Italian, and the tapas restaurant inSpanish. The commercials have spread through several online channels.
Hello beautiful, one pizza margherita!
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‘Our tenants were enthusiastic about the promotion and thought it was a friendly and smart way of rewarding their customers. They are also a part of the success, as they were happy to support the pro-motion and actively handed out the prizedraw cards at their checkouts.’
Prizedraw cardsIn July and August, around 1.1 million scratch cards were handed out in the shopping centres for every spend of at least 10 euros. The prizedraw codeon each card gave shoppers thechance to win prizes that they coulduse to deck out their gardens for a fantastic summer at home, such as a blow-up jacuzzi or a ceramic barbecue. In addition, participating shops also gave away gift cards.
Rik Janssen Marketing Manager at Wereldhave
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Online campaignEach shopping centre was given a framework within which to develop its own promotion page with a recognizable interface that shoppers could use to enter their prizedraw codeand spin the prize wheel.
To be able to spin the wheel, visitorshad to enter their e-mail address. Af-ter verification, they were also asked for their first name and date of birth. They were also given the opportunity to subscribe to the newsletter sent out by the shopping centre in question.
‘The success is in the fact that Base-builder offers a well-considered and optimized concept. The online flow that participants go through is really solid – it just works, from start to finish.
This means a higher conversion rateand more customer registrations thanwould normally be the case.
Rik Janssen Marketing Manager at Wereldhave
But it’s also pleasant to work with the Basebuilder team: they are extremelyproactive thinkers and flexible. Even if we had questions about the promotionat the weekend, they were addressedimmediately – we liked that.’
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SmartCampaigningAfter winning a prize, participants were asked a number of questionswhich helped to garner valuableinsights into the promotion and to add to the data of existing and new newsletter subscribers.
‘The additional insights allowedus to show how positive customers had been about the promotion. It proved that thesetypes of promotion are a usefulway to spend a marketing budget.’
Rik Janssen Marketing Manager at Wereldhave
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Results
The results for each shopping centrecould be seen in real time, with a range of filters and selections available.
1.165.000cardshanded outWi&251s
127.972confirmedparticipants
71.785 newslettersubscriptions
37.769 new newslettersubscriptions
11%conversion
53%conversion
56%conversion
‘The prizedraw codes allowed us to accurately track the performance of each centre. We could then see exactly which centres were behind inthe results. This enabled us to makeadjustments as needed.
Stricter GDPR regulations cost us a great many subscribers. Last year, we implemented a professionalization programme for CRM with the aim of switching over to the 'Salesforce Rik Janssen
Marketing Manager at Wereldhave
Marketing Cloud'. We had just one thing left to do: gather new data.
Our aim in the promotion was to acquire at least 15,000 new sub-scribers. With more than 37,000 new subscribers, our expectations were far exceeded. And we also managed to get some new data from existing subscribers who also took part.’
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Contact Bart Hulsbos:Dutch | English
06 - 52 32 77 31
Basebuilder has also implemented successful projects for:
Want to know more aboutBasebuilder?
Contact Joep van den Heuvel:Dutch | English | German
06 - 50 93 97 84
‘Basebuilder is a quick-acting and friendly partner that has chosen to specialize in CRM campaigns.They have developed a very strong flow and platform that allowed us to achieve fantastic results. In terms of technology and conver-sion, their platform is a forceto be reckoned with.’
Rik Janssen Marketing Manager at Wereldhave
