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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