Porsche promotion drives up traffic for Bluefly
Taking a turn from its usual sweepstakes that lure female shoppers with chances to win designer apparel or handbags, Bluefly Inc.’s Bluefly.com is running an online win-a-Porsche game that is building repeat traffic from men as well as women, CEO Melissa Payner tells InternetRetailer.com.
“It’s out-performing all of our other games in terms of people registering to play,” Payner says. “We’re getting more people to the site, and more people are telling their friends. So we’re capturing a broader range of consumers among men as well as women.”
The promotion began in early April and runs through May 15. Although Payner says it`s too early to determine the impact of the promotion on sales, Bluefly’s April sales rose 33% year-over-year to about $4.5 million from about $3.4 million, the company said today.
Bluefly, a retailer of designer apparel and accessories sold at discount prices, developed the Porsche game in-house and retained ePrize.net to operate it and report traffic figures. Bluefly made its own arrangements with an automobile dealer to provide a Porsche Boxster convertible.
To play the game, which is promoted on Bluefly’s home page and in e-mails to opt-in customers, shoppers enter their e-mail address and password. A view of a Porsche-style dashboard then appears, showing a tachometer needle that bounces among several prizes as the roar of an engine sounds.
Among the prizes are discounts of 10% or 15% on a future purchase, free shipping, and the grand prize of a Porsche Boxster plus a $2,000 shopping spree.
If the needle falls in the blank space between the prizes, a pop-up window encourages the shopper to earn another game pass on the same day by referring the game to a friend. (Shoppers are only allowed to play the game once per day, unless they refer a friend or the tachometer needle falls on a free game pass.)
The sign-up form for the game provides an option for shoppers to receive a daily e-mail reminding them to play the game, increasing their chances of winning the top prize. “A lot of shoppers request we send them a reminder e-mail every morning,” Payner says.
“We make it so they keep coming back,” Payner says. “It’s a fun way to build loyalty.”
Back...
