6 Campaigns that Retail Malls can Learn from E-Commerce Platforms to boost traffic and sales in 2020 / 2021
Last updated: 23 March 2020
Retail malls have been in fierce competition with online e-commerce platforms. So there are certainly lessons that retail malls can learn from e-commerce platforms.
1. Gifts with Purchase campaign
E-commerce platform Shopee collaborates with different brands to organise a series of Brand Days where the respective brands offer special discounts and promotions. One of the more recent examples is the 3M Brand Day in February 2020. As part of the campaign, free 3M products were being given out to the first 50 purchases on that particular day. This creates a sense of urgency for shoppers to complete their purchases on Shopee as soon as possible — one of the techniques to boost sales.
2. Top Spender campaign
In addition, top spenders were also awarded with various gifts. This giveaway also encourages shoppers to consolidate their purchases or even buy more than what they need. This suggests that the brand is widely popular, creates more demand for their products, and sparks potential competition among the online shoppers. Essentially, the campaign has given online shoppers all the reasons to spend more on that day, and with Shopee rather than its competing e-commerce platforms.
3. Guess It campaign
Lazada hosted a Guess It show on Lazada app in July 2019 where audiences guess the prices of various promoted products. Generally, the objectives of the Guess It giveaway event are to:
- Increase awareness and boost sales of the featured products;
- Suggest that the promoted products are reasonably priced; and
- Create a fun and memorable experience for their audience
Ultimately, the Guess It giveaway event helps to convert e-commerce platform window shoppers to spending shoppers (a.k.a. buyers) thereby, generating sales for e-commerce platform and its ecosystem of sellers.
4. Lucky Draw with Purchase campaign
This is a classic giveaway that will never go out of fashion for businesses. It is common for both e-commerce platforms and retail malls to encourage traffic and spending by introducing lucky draw with purchase. This may encourage existing customers to spend more (for example, to meet the minimum spending criteria, to stand a greater chance to win, or to win a better gift) or even attract new customers (especially those who did not intend to spend at all).
5. Lucky Draw for Feedback campaign
E-commerce platforms get feedback from shoppers on their e.g.:
- shopping experience e.g. why did you abandon your shopping cart?
- receiving delivery experience e.g. how was your parcel received?
It is important for e-commerce platforms to gather areas for improvement and instill confidence in their platforms as well as to develop brand loyalty. This is sometimes in exchange for some credit, points, or tokens which could be used to offset their next purchase. Imagine if you are awarded a chance to win a gift for your feedback, you may be more motivated to participate. In the same manner, customers’ feedback gathered by retail malls can be exchanged for a chance in the lucky draw giveaway. Additionally, retail malls will be able to understand their customers better and develop better strategic businesses and marketing plans.
6. Lucky Draw for Check-in campaign
E-commerce platforms are great at collecting information about anonymous shoppers who visit their sites through cookies and session storage in web browser. With these data, e-commerce platforms are aware of the frequency of returning or casual shoppers. After which, collected data will be used in their targeting strategies to convert casual shoppers into spending shoppers.
a. Check-in for Casual Shopping
Retail malls can find out more about the casual shoppers who frequent the mall even without any purchases.
One good way is to utilise QR codes where shoppers can scan to join in e.g. an hourly lucky draw giveaway. Shoppers key in some basic information about themselves and are automatically entered into the draw. From this simple campaign, malls can decide to gather data from shoppers such as day and time, duration of visit, types of purchases, and frequency of visit.
Retail malls can use this data effectively e.g. to better serve their shoppers with targeted promotions. They must use the opportunity to engage their shoppers e.g. by sending monthly e-mailer of promotions or invites to exclusive events.
b. Check-in for Atrium Live Event
One way for retail malls to collect data is through events that are organised regularly at their event spaces to encourage crowd and drive foot traffic. Without data, it is impossible to identify the demographic of the customers and gauge the success of each event. Therefore, it is important to collect data on the atrium event turnout and perform crowd analytics.
Live event lucky draw giveaway is the perfect call-to-action for atrium event attendees to electronically check-in themselves in exchange for a chance in the lucky draw. The data collected can be useful for build mailing lists and membership exclusive privileges.
To further drive sales and encourage immediate buying, e-commerce platforms are able to time their campaigns more seamlessly e.g. Taobao 11.11 kickoff sale from 12am to 2am, or specific time slots for games, lucky draws, top spender, and even guess it giveaway campaigns.
In conclusion, the fun, the sense of urgency, the friendly competition, and the sheer possibility of winning a gift by shopping, spending, or both at retail malls are enticing for shoppers.
What tool can retail malls use to boost traffic and sales?
Deeptent is a better and easier software for Retail Malls to boost traffic and sales with live giveaways segments.
With Deeptent’s QR Code giveaway software, (it is as simple as using Microsoft Excel Online and Google Docs), retail mall managers can easily setup, (without integration with enterprise systems), and conduct effective giveaways campaigns to boost traffic and sales.
- QR Code Guess It
- QR Code Lucky Draw with Purchase
- QR Code Lucky Draw for Feedback
- QR Code Lucky Draw for Casual Shopping Check-in
Email to support@deeptent.com to book an online demo.
