Background

As Spirit Marketing Group's strategic partner for the supply of digital marketing services. Origin Partners were tasked with the creation of the Victoria Square digital strategy on behalf of Spirit.

Solutions

Origin created a World Class Website portraying the quality of the centre and retailers within. The website enables customers to view details on retailers, get special offers, enter competitions and plan their visit with the interactive store map. Clever content management fucntionality allows the Victoria Square team to manage all of the website content as well as collecting customer data and segmenting customer data (via competitions and member sign-ups). Origin's Campaign Manager tool is then available to create and send HTML campaigns to all or specific sections of the customer database. Origin create the email campaigns and also provide stats on their effectiveness.

During the launch event Spirit promotional staff were armed with PDA devices and a Mobile Survey Tool (created by Origin) through which they entered almost 1000 customers into the competition and added their details in real-time to the Campaign database.

Benefits

Victoria Square direct marketing and TV campaigns drove traffic to the website where they can respond to the call to action.
Within the first week of going live over 10000 customers entered a website competition to "win a £2000 spending spree"
The customer database currently has 13000 "opted in" to recieve updates from Victoria Square.
Victoria Square are providing added value to retailers - Ted Baker, Top Shop, Puma, and House of Fraser have all run successful email/website campaigns driving footfall and sales.