Primedia Lifestyle Marketing Services implemented a very successful loyalty campaign to encourage consumers to increase their spend at The Workshop Shopping Centre in Durban.
“Whilst The Workshop has a high consumer foot count, it was experiencing a low spend per head. As such, we needed an innovative marketing campaign to capture consumer attention and urge them to spend,” says Juile-Anne Zumu, the Marketing Manager of The Workshop Shopping Centre.
Primedia Lifestyle Marketing Services, a Primedia Unlimited subsidiary, thus implemented a reward and loyalty campaign that targeted consumers in the LSM 4 – 8 income bracket, between the ages of 18 and 34, and encouraged them to spend to receive free airtime as a reward.
“We wanted to reward our consumers with a prize or gift, to encourage them to collect stamps so that they could stand in line to win a monthly grand prize that included smartphones, tablets and shopping vouchers,” says Zuma.
Shoppers were encouraged to spend R50 or more at any store in the centre. They could then visit the information desk, receive a loyalty card and receive a stamp for every R50 spent. Once their card was complete they could enter it into the monthly draw.
“Giving away airtime proved very successful, and we received 1080 entries over the three-month period. This was a return on marketing investment of 3.73%, and The Workshop’s database grew by 11.24%,” says Zuma.
“Instant gratification works very well with these consumers and they thus tend to visit the centre on a more regular basis,” she adds.
The next phase of the campaign runs from August to November.
For further information visit www.primelife.co.za
Primedia Lifestyle DNA
Founded in 1996, Primedia Lifestyle, an Unlimited subsidiary delivers marketing excellence to over 50 shopping centres nationwide ranging from Convenience Centres to Super Regionals. The company offerings include Source (CRM and digital), Red Pixel (creative, production and design), Media Xpress (media planning, buying and strategy) and N-gage (full project management including securing sponsorships). Primedia Lifestyle is a fully integrated consultancy offering a one-stop marketing solution including strategy, brand management, CRM, design, media strategy, project management and planning, eventing, production, tenant relations and research.