This unique project was
for a company who owns premium retail
shopping malls
throughout the U.S. Its
main competitor is
at-home shopping on the
Internet.
Getting people out to
the mall and away from
online shopping sites
was our Revenue Multiplication™
project.
As young people are the
primary target
demographic of malls
thanks to their high
levels of discretionary
income and extremely
high rate of shopping
via the Internet, the challenge to
pull them into our
client's malls was
significant.
Our research help us
determine that the
answer was in a unique
blend of the online
experience, the
physical/tactile
experience of brick-and-mortar
shopping, and a key
element missing from
both shopping
experiences: glamour.
We developed a series of
customer participative,
glamorous runway fashion
shows at the mall that
not only featured items
from the mall's anchor
and smaller stores, but
also those of student designers. The
result would be a
community event.
These shows are to be
streamed on the Internet
in real time (as well as
viewable later) in a
combined in-person and
web-based series of
events. Completing the
package are special
offers and coupons
redeemable at the mall
and available to all
in-person and online
participants. This
drives significant
people to the malls for
the events, including those who engage online
and then go to the mall.
Those events, along with
the leading edge in-mall
coupons transmitted to
in-mall shoppers via
their cell phones,
brought technologies to the mall
that gave Internet
shoppers a
real motivation, from
experience as well as
financial standpoints,
to come out and shop in
person. Moddition helped
overcome the
attractiveness of online
ease and convenience, by
bringing in an
irresistible level of
glamour, technology and tactile
involvement. |
As with all Moddition
projects, we sought to
find solutions to
Revenue Multiplication
that returned the
highest possible ROI at
a very reasonable cost.
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