Fight against the raising tide of online shopping Shopping malls are facing huge challenges against the rising trend of online shopping making it easier for shoppers to window shop right from their computer browsers at home. This rise in online shopping has prompted malls to consider new ways to increase in-mall traffic and encourage customers to visit the physical stores in their malls. Lack of CRM synergy between shopping mall and tenants There is no deep synergy between shopping malls and their tenants in terms of CRM strategy and loyalty program execution and there is not an easy way to link up both parties. A better way to connect both Langham Place and its tenants is needed in order to maximize the power of loyalty program.
Campaign performance: The results for this campaign were strong which successfully revolutionize the whole customer engagement cycle and most importantly, placing both Langham Place and its tenants in a win-win situation. The App was officially launched in mid-Jan 2013, one of the busiest months throughout the year while most of the locals would like to do shopping for the Chinese New Year. A 3-week extensive promotion campaign was carried out to encourage shoppers using the iCoupons. Over 10,000 unique users launch app and near 9,000 iCoupons have been redeemed during the promotion period, which is 66% more when compared to the traditional coupon marketing approach. The conversion rate between the number of coupon redemption and unique app launch reaches 90%. During the 3-week promotion, 95% of the gifts/ offers were redeemed. After the successful launch of the promotion campaign, more tenants are showing interest to the Jetso Zone app. In the last three months, over 20 tenants participated and provided attractive offers to the shoppers including Adidas, Biotherm, Estee Lauder, Pacific Coffee, Haagan Dazs and UA Cinemas. Press coverage: The integrated marketing promotion for this campaign has successfully generated a total of 58 media clippings, achieving over HK$1.2M media equivalent value.
Pointncast Indoor Positioning Solution Pointncast Proximity Communication Social Integration
Through engaging with customers via mobile interface and location-based interactive experience at the mall, Langham Place Jetso Zone app becomes not only a comprehensive online to offline CRM strategy but also place both tenants and the mall itself in a win-win situation through driving foot traffic to the mall as well as sales for tenants.
Location based service also becomes a key element to complete the O2O cycle in this campaign. Instead of giving out e-coupons right in the app, shoppers can only unlock the e-coupons at one of the “Jetso Zones" in the shopping mall.
To keep the customer engagement cycle running, shoppers can earn a lucky draw chance if they redeem 2 coupons in the mall. Instead of running the lucky draw at the shopping mall, the whole lucky draw campaign will be running virtually inside the Jetso Zone app so the shopping mall can notify shoppers with the latest lucky draw prize and reminder.
Landham Place is leveraging indoor positioning technology Pointcast to send shoppers location-based offers.