Last year’s website redesign produces mixed results.
Nearly 175,000 consumers opt in to receive the retail chain’s future promotions.
Belk Inc., which the Belk family has operated since it launched the retail chain in 1888, wanted to do something special to engage consumers in celebration of its 125th anniversary this year.
So for the 125 days from March 10 through July 12, it ran a “125 Days of Prizes” sweepstakes with coordinated content across web, mobile and social network channels. The results were even better than expected, the Charlotte, NC-based retailer says.
“We were blown away with the strong engagement driven throughout the entire campaign, especially the mobile and social success,” says Jon Pollack, executive vice president of sales promotion, marketing and e-commerce. “This success will only help us moving forward, as a way to further integrate multichannel engagement in our marketing efforts.”
Belk, which operates more than 300 stores in the southern United States and the e-commerce site Belk.com, developed the campaign with marketing services firm ePrize, running coordinated images and text across a dedicated site at belk.promo.eprize.com/125, a mobile-optimized site and Belk’s page on the Facebook social network. Sweepstakes prizes ranged in value from $500 to $6,500 and included “romantic trips” and “stylish wardrobes.”
The 125-day campaign drew in 219,575 participants, including about 175,000, or 80%, who opted in to receive e-mail on future promotions, offers and news from Belk, the retailer says. That opt-in rate exceeded the rates of other campaigns ePrize has worked on for other companies, ePrize says.
Other results of the campaign include:
● 13.1% of sweepstakes registrants opted in to receive text messages featuring exclusive offers from Belk;
● More than 12,000 sweepstakes registrants referred Belk to their friends, helping to bring Belk’s total number of Facebook registrations up to 37,775;
● Belk’s number of followers on Pinterest, the social site where consumers post and share images of online consumer products, more than doubled to 15,275 from 7,247 prior to the sweepstakes;
● Sweepstakes participants uploaded more than 24,000 photos to the dedicated campaign site, Pinterest and Facebook related to their favorite Belk shopping memories.
Belk is No. 162 in the Internet Retailer Top 500.