Westwood Mall in partnership with Mustard Seed Relationship Marketing and Atterbury was awarded a Golden Footprint award for the successfully implemented Get Tapping Intervention Campaign at this year’s SACS Conference. The campaign entry was the winner for the category Sales, Promotions and Events.
The redevelopment of retail nodes in the area was having a negative impact on Westwood Mall’s foot traffic and turnover. Turnover figures showed a concerning decline of (-4%) year-on-year and foot traffic had fallen drastically to (-10%) year-on-year.
Mustard Seed Marketing was tasked to conceptualise an out-of-the-box idea that would drive customers back to the centre on a continuous basis and increase their average spend.
The concept was a Tap Tag loyalty programme where customers could win one of approximately five prizes every day. In addition, by spending R200, customers could enter a competition to win one of three cars. The campaign successfully managed to increase both frequency of visits and spend per head.
- Foot traffic increased by from (-10%) to + 6.5% year on year
- Turnover increased from (-4%) to + 8.5% year on year
- Income generated through the campaign: R3 877 438
- Loyalty members acquired: 3 155 database growth of 10%, with 2 951 new customers added
- Competition entries received: 11 185
- 20 tenants participated in the campaign
- One brand new Hyundai i10 was sponsored
- Other sponsorship amounted to R376 650
- 984 prizes were distributed to loyalty members over a 7-month period
The tenants turnover was increased dramatically, and the negative growth of foot traffic and turnover was not only reversed but increased considerably putting the mall back on the map.
