Allen Solly’s end-of-season sale app generates 2,194% RoI

02 Apr,2013

By A Correspondent

 

Allen Solly’s recent campaign on Facebook was focused on translating engagement with fans and customer online into footfalls and sales at physical stores. The campaign achieved a revenue target of INR 10 million, and 4 percent of the revenue during the End of Season Sale was from Facebook alone.

 

Blogworks conceptualised and created a ‘Scratch Card’ Facebook application, which would allow users to scratch a card virtually and win discounts of 30%, 35% or 40%. They could then take a print of the discount coupon, take it to the store and avail these discounts on their next purchase. The application was available on mobile as well, for Android and iOS platforms. It was promoted through social ads and promoted posts.

 

Speaking about their digital marketing initiatives, Sooraj Bhat, Brand Head, Allen Solly said, “The milestone is just an indicator of the dominant position we are looking at vis-a-vis this medium, as we put conversations with consumers at the very core of the Allen Solly brand.” He added, “Consumers see Allen Solly as a friend, and we will increasingly play the role of the fashion wingman, giving them advice and tips on fashion and style.”

 

Rajesh Lalwani, CEO, Blogworks, said, “Allen Solly is a rich social programme that we’ve built using our ‘Three I’s’ model – Insights, Intimacy and Income. Not only do we listen to the consumers, we conduct strategic interventions by asking them for feedback, which helps us engage our fans in meaningful conversations and co-creation. We have designed a programme that has helped in generating more footfalls and sales, which we track rigorously.”

 

 

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