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Lindt Canada bolsters in-store holiday revenue via mobileBy
Lindt Canada is taking a multichannel approach this holiday season with a campaign that builds brand awareness and ultimately drives in-store sales.
Lindt Canada is primarily focusing on SMS, email and mobile Web to reward consumers who participate in biweekly activities with rewards. Lindt Canada is working with Tagga Media on this campaign.
“Siloed marketing is no longer effective at reaching the always-on consumer,” said Amielle Lake, founder/chief revenue officer at Tagga Media, Vancouver.
“Gartner forecasts that by 2015 as much as 80 percent of consumer discretionary spend will be influenced by digital strategies that integrate mobile, social and desktop,” she said.
“Cross-channel marketing lets marketers align campaign goals and leverage the entire media mix to drive towards a set of common goals. The result is a much more effective use of media spend, higher customer conversion rates and better insight on who, where and how customers are interacting with a campaign.”
Mobile sweet spot
The objective of the Lindt Canada campaign is to drive high engagement with the brand, translating to in-store traffic and sales.
The holiday campaign began on Nov. 15 and runs through Jan. 1.
Lindt Canada has created a microsite for the campaign at http://lindt-stocking.inc.ly/, which is set up in both French and English languages.
Via the site, consumers can sign up for either SMS alerts or emails.
Once a user is signed up, Lindt Canada then sends messages to consumers twice a week asking them to participate in activities such as polls or trivia that incorporate the Lindt Canada brand. As a reward for completing a task, consumers can earn coupons, ringtones, wallpapers and other offers.
For instance, one activity asked opted-in users what their favorite type of chocolate was.
After the question was answered, consumers were directed to a landing page that included a coupon for a free box of chocolates on any in-store purchase of $20 or more. The offer could be saved via email or SMS.
Consumers can track their progress via a personalized virtual stocking that grows as users participate in more activities.
Again, the stocking is accessed through a customized mobile site. The site lets users find a nearby Lindt Canada store or share content on Facebook to unlock an additional activity.
Lindt Canada is leveraging print, in-store, desktop and social media to promote the campaign.
By using a variety of marketing mediums, Lindt Canada is able to leverage the mobile component of the campaign.
Additionally, the incentives and rewards keep users engaged with the brand throughout the holiday season, when shopping is a top priority for many consumers.
This year’s holiday campaign follows Lindt Canada’s “25 days of Lindt” campaign last year.
“These campaigns drive results as they enable a simple, yet powerful capability – consumers can connect with the brand wherever they are, whenever they want,” Ms. Lake said.
“Increasingly we are seeing more and more cross-channel campaigns, however the majority are still very siloed, specific initiatives such as mobile advertising media buys, Facebook contests or the development of a mobile app,” she said.
“We see cross-channel marketing as being hugely complimentary to promotion-driven campaigns. As such, we anticipate seeing a major uptick in consumer brands – specifically CPG and retailers – really adopting this powerful style of marketing.”
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York
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