Mulberry: data capture & engagement
An Interactive Smart Vending Machine Campaign in Six Cities
The purpose of this retail marketing activity is to balance out customer interaction and social tagging, and boost the customer flow at a critical selling season, so we used a special Vendmax™ Plus Smart Vending Machine covered in Mulberry graphics. Incorporated into this machine was the ability to create a distinct user-friendly interface that aimed to excite customers, obtain strategic information and offer an amazing brand experience.
The User Experience
Participants in this Marketing exercise had the option of surrendering details or posting brand related content on socials so as to qualify for a chance to participate in an entertaining and engaging fun ‘one arm bandit’ type of activity on the Smart Vending Machine. Every time they played, they stood a chance to win Mulberry exclusive merchandise, which was exciting, enjoyable and rewarding, ensuring that participants had a positive recall of the campaign.
Campaign Performance and Reach
This immersive campaign was conducted in six cities in two countries and achieved impressive outcomes which include:
5800 Interactions
4200 Data Capture
4.6 million Social Reach
Building Relationship and Brand Loyalty
The Vendmax™ Plus Smart Vending Machine has been effective from the engagement perspective and the capture of data. We developed an activation that drove not only traffic into physical stores but the social dimensions of the business including the retention of consumers. It was noted in the campaign that the participants felt it was necessary to spread the campaign in the social avenues, thereby making Mulberry grow.
Conclusion
This activation has shown that it is possible to use technology in convergence with retail by employing a tailored smart vending machine for delivering the novel brand experience in a simplified form. There was harmonious existence of Mulberry luxury market and our Vendmax™ plus, which made the campaign successful in increasing the number of customers and making them collect important data on the brand as well as reach out the social media platform.
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