A new fashion trivia contest is creating a buzz and more traffic for Bluefly Inc.
Since the contest launched on Sept. 11, new visitor traffic to Bluefly.com, No. 131 in the Internet Retailer Top 500 Guide, has increased by more than 30%, although the online apparel retailer isn’t breaking out any specific numbers.
The contest, which Bluefly launched in conjunction with Lucky magazine, lets visitors register online at Bluefly.com and answer a series of trivia questions on topics such as the proper length of a jacket hem, and accumulate points. The contestant with the most points when the contest concludes on Oct. 25 wins a $5,000 shopping spree on Bluefly.com. Entrants may also be selected and awarded instant prizes such as a shearling coat.
The contest is generating traffic. Each visitor who signs up has taken the trivia quiz an average of five times, the company says. More than 50% of contestants also have signed up to receive daily reminders via e-mail. "Sweeps are a key part of our growth strategy because they bring us new visitors and increase traffic from existing Bluefly customers," says chief marketing officer Bradford Matson.
Bluefly, which conducts about four contests per year, had 2006 sales of $77.1 million.
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