Case study

Generating walk-ins to specific retail outlets

Brief

• To create an awareness on anniversary sales offer and increase walk-ins to 6 of their outlets.

Idea• Deliver information on the available promotions to consumers mobile phone in an animated format.

Challenges• To communicate multiple offers in the promotion to the right customers and to overcome the

disbelief in promotions in a competitive market

About the client:

• A leading mobile phone retailer based out of Bangalore and have network in major cities of south India

Campaign strategy 1

• Customized the promotional offers to the right customers by profiling the mobile handsets that users carry

• Deliver relevant promotions that’s fits their mobile profile

Low end handsets (<5000 rs)

Mid segment handsets (<12000 rs)

Highend handsets (>12000 rs)

How we did it?

• We segmented customers based on their phones which are Lower end, mid segment and High end handsets

• We delivered relevant communication to them by delivering offers that matched their profile

• E.g. For mid segment handsets we delivered offers on Memory cards to upgrade their mobile memory!

Campaign strategy 2

• Make promotions location dependant by running campaign in 20+ locations around the selective outlets of the client

• Incorporating address of closest retail outlets in creative

RT Nagar

Forum

South

Jayanagar

BSK III stage

CMH Road

How we did it?

• During the campaign our existing BluFi network was used for the promotions

• The retailer has multiple outlets in Bangalore

• In the BluFi locations near the outlet we delivered the promotional message to customers and prompted them to walk-in to the outlet by providing the address of the nearest outlet!

• E.g. Users In Bangalore Forum mall received a relevant offer along with a message to check out more offers at 2nd floor where they can find an ‘Sangeetha’ outlet !

Activations to get users turn on Bluetooth

Posters

Standees

Stickers

Tent cards

LCD screens

..etc were used to educate customers to switch on their mobile

bluetooth.

Campaign strategy 3

• We Deployed additional units @ Sangeetha outlets to determine walk-ins to the store

• Detailed analytics to understand the walk-ins and their profile

The results

• The campaign was a huge success and generated great response from the users

• The numbers revealed that users found it exciting to receive relevant offers directly on their mobile

50000+ users were engaged to the promotions through

20+ hangout locations around

Bangalore!

Footfalls of users with Bluetooth turned on in different retail locations increased from 20% to 150% during the campaign

2451

248

811

498

856

196

3260

493

1197

1126

589

244

0 500 1000 1500 2000 2500 3000 3500

Forum

Banashankari

CMH Road

Jayanagar

Maratha Halli

RT Nagar

Before campaign During campaign

0% 20% 40% 60% 80% 100%

Forum

Banashankari

CMH Road

Jayanagar

Maratha Halli

RT Nagar

Low Medium High

• Campaign also presented information on mobile device profile for users visiting the location

• As it is evident that Forum and Marathhalli represent much better concentration towards high and medium end customers

Over 4000 users visited the store

after they received offer details via

BluFi!

Its significant that more users were visiting the outlets after downloading the promotions and content

0 2000 4000 6000 8000

DuringCampaign

Beforecampaign

Users visiting the outlet afterdownloading the offers

Users downloading the offersinside store

Users who were discoveredin store but neverdownloaded offers

Staggering 45% increase in footfall

with Bluetooth turned on across

the locations!

Activity Summary

Duration Of the Campaign 19th June to 30th June 2009

Location of the campaign Bangalore, India.

Unique users who were engaged with 50,423.

% increase in footfall with Bluetooth turned on across the locations

45%

Website: www.telibrahma.comE-mail: info@telibrahma.com Blog: www.telibrahmaindia.blogspot.comSlideshare: www.slideshare.net/blufiTwitter: www.twitter.com/telibrahma