So, here is what they did: Gap offered Shoptopia members 25% off regular priced merchandise and 50% off sale merchandise which is a great offer for sure. To add extra fun and excitement to the mix, refreshments were brought in for shoppers and Mary Kay Cosmetics was in the house to provide “Soft Hands” treatments and 5-minute makeovers. Prizes were given away throughout the night. $20 gift cards were raffled every 15 minutes to excited shoppers.
Getting the word out was the key to the success of the event. Eblasts were sent to Shoptopia and Southlands databases alerting shoppers to the exclusive shopping night and inviting them to sign-up for Shoptopia if they were not already a member. Social media was also leveraged to get the word out!
Gap had amazing results! During the 2 hour period they racked up over $1,700 in sales which accounted for 30% of their day’s total sales. Their conversion rate increased +200% from the year before. Their transaction rate increased from 2.8 to 4 items per transaction. 140 people walked through their doors for the event. This is on a night when their sister store, Gap Kids was down -34% from last year. Gap Management was thrilled with their results.
Great job Gap! Just goes to show the power of Shoptopia!
Author Profile: Vicki Rousseau is Mallfinder’s Director of Promotions email@example.com | 702.421.3973