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Vibes and Build-A-Bear Workshop in successful mobile campaign

BY Staff Writer

Chicago — Vibes, a mobile marketing and technology company, announced the results of a successful mobile campaign aimed at engaging and increasing Build-A-Bear Workshop’s customer base through their mobile phones.

This first-to-market Passbook solution from Vibes, which leveraged Passbook’s location-enabled push notification feature, drove Build-A-Bear Workshop shoppers to the stores to claim a promotional offer via coupon code or pass. The initiative resulted in a 58.7% pass install rate among iOS 6 users and an overall click-through rate of 5.3%.

"Vibes quickly built an easy-to-use, dynamic solution, leveraging the latest technology, to offer our brand a new and relevant way to engage with our loyal subscriber base,” said Teresa Kroll, Build-A-Bear Workshop chief marketing officer. “At Build-A-Bear Workshop, the experience our guests have while in one of our stores is one of the things that makes us unique, so having the ability to leverage the location-based feature in Passbook was ideal for a mobile campaign. This added relevance and immediacy to the offer and provided real value to our loyal Guests, which is extremely important to us."

The campaign, which ran from Oct. 27 through Oct. 31, sought to achieve a few goals: notify the existing subscriber base of a new short code, re-engage loyal Build-A-Bear Workshop Guests and drive traffic to one of its 288 stores in North America. To achieve these goals, Vibes and Build-A-Bear Workshop sent an alert via SMS to the existing subscriber base notifying them of the new short code and expressing appreciation through a timely offer. The promotion was available to both iOS 6 and non-iOS 6 users, and led to either a location-enabled pass for Passbook or a mobile Web-based offer. Vibes both designed and executed the Passbook offer via its Catapult mobile marketing platform.

The campaign had a 58.7% pass download rate among iOS 6 users and overall click-through rate of 5.3%. In addition to engaging its loyal customers, Build-A-Bear Workshop experienced a consistent stream of foot traffic from those customers who received the offer; more than 5% of non-iOS 6 users and 4% of iOS 6 users redeemed the offer in-store.

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P.Chumi says:
Jul-16-2013 10:37 am

Before the devices that are now referred to as mobile phones existed, there were some precursors. All mobile phones have a number of features in ordinary but manufacturers also try to distinguish their own crop by implementing extra functions to make them more beautiful to consumers. http://www.indigomultimedia.com/

G.Gacho says:
Mar-14-2013 09:43 am

mobile marketing is one of the fastest and growning business in the world right now. since most of the people needs mobiles for fast communications. - Rich Von Alvensleben

G.Gacho says:
Mar-14-2013 09:43 am

mobile marketing is one of the fastest and growning business in the world right now. since most of the people needs mobiles for fast communications. - Rich Von Alvensleben

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HSN names two to corporate leadership team

BY CSA STAFF

ST. PETERSBURG, Fla. — HSN has named two key executives to its corporate leadership team. Bill Brand, formerly EVP programming, marketing and business Development at HSN, was promoted to chief marketing and business development officer for HSNi, and Andy Sheldon, formerly EVP of TV, live events and creative at HSN, was named chief creative officer for HSNi, and General Manager of HSN Productions.

"Bill and Andy have the vision and expertise to help us continue to redefine the shopping experience and drive growth across all our businesses," said HSNi CEO and Director Mindy Grossman . "HSNi is bringing an integrated approach to everything we do – maximizing the power of our individual brands and our distinctive content and leveraging our customer segments, enabling us to shape the future landscape of experiential retail. Both Bill and Andy have been an integral part of the transformation of HSN over the past six years and we will now leverage their talent and expertise across our portfolio."

Brand, an accomplished television executive with more than 20 years of experience, has been instrumental in helping transform HSN into a lifestyle network since he joined the company in 2006. He created the network’s entertainment integration strategy that has generated unique marketing opportunities with major film studios including Disney, Universal and Paramount Pictures. He has identified large scale partnerships with world-class brands that have been a key contributor to our customer file growth and has developed and oversees HSN Cares, the network’s corporate giving program designed to raise awareness and funds for organizations that support women and families on a national and global basis.

As chief marketing and business development officer, Brand will set overall marketing standards and direction for HSN and the Cornerstone portfolio of seven lifestyle brands, drive growth of the 59 million strong combined customer data base, and continue to forge strategic relationships with iconic brands such as the Coca-Cola Company, Disney, Toyota and Norwegian Cruise Lines. He will also oversee communications and corporate social responsibility initiatives for HSNi. In this capacity, Brand is now a corporate officer of HSNi.

"I’m excited about the opportunity to extend our partnerships and collaborate across the HSNi brand portfolio," said Brand. "This move will allow us to fully leverage the power of our direct-to-consumer reach, our creative content, our growing digital platforms, and our ability to create immersive, engaging customer experiences across all of HSNi."

Recognized for more than 20 years as a top television executive and radio and television personality throughout the United Kingdom, Sheldon joined HSN in 2007. Over the course of the last six years, he has worked to define the HSN brand and its personality and tone across all of the company’s consumer touch points. His unique approach to the development and distribution of creative content has enabled HSN to lead in an era where immersive experiences drive engagement and technology is leveraged in new ways to reach consumers.

As chief creative officer and GM of HSN Productions, Mr. Sheldon is charged with building HSNi’s live music and entertainment business. In addition to managing the development and execution of live productions, he also will provide creative vision and strategy on HSNi-wide events and experiences.

"We see a tremendous opportunity to grow all aspects of our entertainment business, building on our recent successes with performers such as Rod Stewart and Lionel Richie . To that end, we aim to develop new avenues that not only drive revenue but also increase our customer reach and awareness," said. Sheldon.

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Former Sears Canada chief administrator named EVP at Charming Charlie

BY CSA STAFF

HOUSTON — Fashion accessories retailer Charming Charlie announced that Tom Fitzgerald has joined the company as EVP, CAO and CFO.

"We are confident that Tom’s vision and specialty retail experience will bring tremendous value to our company as we continue to be the leading fashion accessories destination," said Charlie Chanaratsopon, Chief Executive Officer and Founder of charming charlie. "Tom is not only a leader in finance; he is a balanced and strategic business executive whose background will complement us well."

Fitzgerald most recently was the CAO of Sears Canada, where he was responsible for store operations, IT, merchandise planning and allocation, logistics, sourcing, and store innovation. Prior to his role at Sears Canada, he held several leadership positions at Liz Claiborne Inc., was COO of Bath & Body Works, and spent the first 16 years of his career at PepsiCo. In his position at Charming Charlie, he will oversee accounting, finance, information technology, human resources and planning and allocation.

"I am very excited to join such a fast growing, well-positioned and unique concept," said Fitzgerald.

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