Ballantynes

Marketing’s fountain of youth

The Results

  • In the first year alone, customers consenting to future email communication increased from 900 to more than 30,000
  • Since the commencement of the program, Ballantynes has seen triple digit growth in online sales and website visitor numbers
  • In the first year, 30% of all data was captured electronically, which decreased manual data entry and improved accuracy and reporting
  • Ballantynes’ online database has grown from 14,000 to over 100,000
  • The popularity of digital entry was underscored by the 10% of entries received via text in the first year
  • Digital entry empowered customers to self-manage the entry process
  • The digital campaign created a single marketing database for ongoing customer communication and promotions based around customer choice and relevance

The challenge

Established in 1854 and still going strong, independent department store Ballantynes knows that good business and adaptability go hand-in-hand.

With digital technology changing the face of consumer communication, Ballantynes knew it was time to break the direct mailing habit. Adopting Touchpoint’s Interactive Marketing Platform to launch its first digital Christmas promotion, Ballantynes now converses with thousands more customers in a sleekly automated fashion.

The solution

Shop and win!

For every $50 spent, shoppers received a unique competition entry code, which they included in prize draw entry forms submitted either in-store, online, or by text. To encourage electronic entry, which by nature reduces data handling costs, and automated communication, every text and web entry counted as two entries.

The promotion was so successful it became a standing tradition. Each year, broadcast, print and digital media drive thousands of customers to shop and win at Ballantynes.

More than simply driving sales, the promotion has updated and expanded a once largely static repository of customer information, greatly enriching demographic and contact information for targeted promotions. The campaign has also provided unique insights, says Ballantynes Direct Trading manager, Mike Dunlop. “We learnt how the right technology automates aspects of our business; and to never underestimate our customers’ comfort with new technology.”

How Touchpoint technology helped

Marketing database management: Ballantynes can manage their marketing database, view comprehensive reports and query, maintain and extract data securely.

Sales promotions: they can manage their promotions via different channels and track, change or enhance them as they run to improve results and performance.

Campaign management: allows adidas to create and execute multichannel campaigns that their consumers can interact with in real time including messaging (email and text) and promotions (unique code management).

Reporting: real time reporting provides a dashboard view of databases and promotion participation, and can be used to track consumer behaviour.



Brand
Ballantynes

Campaign
Christmas Promo

Channels
  • Print
  • Television
  • Radio
  • Email
  • Mobile
  • Direct mail

Target audience
All Ballantynes customers, primarily females aged 46+ years.