Building Bullring's Digital Audience
Making retail more meaningful online
SINCE 2009, WE'VE BEEN RESPONSIBLE FOR ALL THE DIGITAL OUTPUT AT EUROPE'S LEADING RETAIL DESTINATION.
Our work for Bullring has seen us develop their online reason for 'being', by improving their digital platforms, building a valuable online community, and taking digital experiences into the centre.How we started:
Building an audience
Our initial focus was to develop a digital strategy and roadmap, which focused on customer acquisition and retention. From a customer point of view, we also wanted to make online interactions more meaningful, ensuring that participation online would equal real world benefits.Where we're at now:
Breaking new ground
Three years in, we continue to break new ground with Bullring. By tracking footfall and spend we've been able to demonstrate measurable sales and footfall increases in a depleted retail climate.
Creating a holographicFashion show
redefining a tradition
The Show: Redefinition
When Bullring tasked us with creating a breathtaking Autumn/Winter catwalk show called The Show: Redefinition, we wanted to bring to life the season’s latest trends in a spectacular and innovative way.Watch Footage:
The concept for the show was an ambitious one; produce a holographic fashion show seamlessly blending the real world with digital. Our involvement ranged from storyboarding, conceptualising, video-shooting, direction, animation and publicity.Award Nominated:
The final show was nominated in both the Retail Campaign and Best Technological Innovation categories of the 2012 DADI awards.
around genuine customer needs
A large part of our work with Bullring has been ensuring that we build relevant communications which start and end with a customer need. When Bullring tasked us with developing a community for their loyal, high-value shoppers, we began by understanding what it was that would truly add value to their shopping experience.
Browse: Bullring was developed as a Bullring owned platform where customer interactions were incentivised with real world rewards. The most active members would become site VIPs, who were rewarded with access to exclusive benefits redeemable at the centre.
Customers benefited from a more personal and rewarding brand experience, with Bullring acquiring a richer customer database.Key outcome:
“WE HAVE SUCCESSFULLY GROWN THE CUSTOMER DATABASE YEAR ON YEAR, AND AS A RESULT INCREASED BOTH TURNOVER AND SALES IN A DEPLETED RETAIL CLIMATE.”