E-mail alerts lead Clarks Village to trackable retail sales Clarks Village didn t have any difficulty producing tangible evidence to back its digital marketing strategy. The UK outlet center was able to turn its "You ve Got Mail from Clarks Village" into over Ј150,000 ($237,000) in retail sales in just six months by matching its online audience s short attention span. Despite the increasing amount of time that consumers spend online daily, this era of multitasking has actually shortened the length of any given online activity. If you want to catch people s attention and deliver an effective call to action, you better do it quickly. So that s what Clarks Village did. It sent out 985,000 quick-hitting e-mail alerts to customers during the campaign period, focusing their attention on immediate offers awaiting them just a click away, resulting in more than 8,000 vouchers being redeemed. "[The center] has had to look at more effective communication and to build loyalty so that existing shoppers remain tied in to patronizing Clarks Village and some new shoppers could be attracted by capturing the benefits of a visit more emphatically than the standard "we offer up to X% off style advertising," the center noted in its BCSC Purple Apple Merit Award-winning submission. "In an ideal world Clarks Village would include product images in all its advertising and communications, as this adds more cut through, compulsion and relevance. Spasmodic supply of stock renders this a risky strategy as lead times for brochure production would render most of the products sold out by the time the public saw them. E-mail, however, offers many advantages as electronic documents can be produced very quickly and images do not have to be so highly specified." The center also said that, while it had tried to use e-mail marketing before, promising the 20,000 in its VIP database a 10-percent discount from participating stores and a complimentary subscription to its quarterly newsletter, shoppers interest did not endure. The center was then left with little choice but to abandon the non-profitable scheme. "One of the problems we encountered was the anticipated backlash of closing this scheme. In fact, rather than concentrating on the removal of a supposed perk, we used the concept of being "the first to know about really good offers and vouchers as a benefit far more attractive and valuable than the old VIP scheme," the center explained. "By focusing on email "offer marketing we felt we could influence shopper behavior and capitalize on the surge in voucher culture that had become well established by the marketing activity of Pizza Express, amongst many others. By sending an e-mail out at a particular time with a selected few really strong offers, we were able to put the best face forward for convincing shoppers to come to Clarks Village. Retailers would feel more comfortable about offering vouchers and larger discounts when they knew the total universe they were talking to." Clarks Village ran with that new concept, sending out frequent messages throughout the year to highlight current offers.
Tactics is Burnaby-based company (British Columbia, Canada) with a phone number 6042946671. Our data show that the company is located at the address: 4416 Dawson St. The company has a web site: www.tacticsmagazine.com.
Unfortunately сompany staff has not yet provided of company's activities, mission and detailed description.