WHEEL OF DEALS
(sorry, gotta set this one up a bit more for context. it's worth it.)
When you're in retail, you have sales. And you have clearance sales. And it just doesn't feel good. Especially for HOMAGE, there's nothing fun and branded and sexy about a clearance sale. So, if I'm forced to do it, why not make it fun?
We had a lot of random stuff to try and blow through on inventory. And I was itching to try something new because I was curious—how long would people stay tuned on Facebook Live? This campaign was a huge effort and just as big a success (we can talk about those analytics if you're interested). Starting at 9am, we went live every hour on the hour from 9 thru 5 pm. And interacted instantaneously with our fans on FB, effectively spinning the wheel for them. While also announcing new deals/promos. This particular day was part of a large campaign I dubbed "HOMAGE'S Wondrous World of Deals & Delights" and included different carnivalesque themes every day, through various channels. For real though, this one was SUPER fun. And, honestly, I think super innovative. Check it.
6:00 is a good segment to watch, rolling with the improv as an unplanned pizza guy pops in.
Another Segment of Facebook Live
We started to pick up steam throughout the day and adjust to the customer. You can see random notes hanging in the background throughout the day as we made real-time changes to further engage fans and speak directly to them. People were ecstatic about being included.
5:30 is particularly fun and interesting, regarding all the bears
A Teaser Video
Kicking off the campaign and letting people know something weird and wonderful was coming soon.
In Store
We brought the fun in store to both of our Columbus locations. At Easton, on a Saturday, if you spent $50 or more, you got to spin the wheel for a prize right then and there. We saw over 150 spins, a 40% increase in sales from the previous year and lots of social sharing.
In the Short North, we tried a different tactic.
During an outdoor, evening event where thousands of Columbus patrons adorn the city's sidewalks (Gallery Hop), we set the Wheel of Deals outside and offered a free spin to pedestrians, encouraging people to come into the store who might otherwise had just walked by. We saw over 600 spins! A 50% increase in traffic and a 42% increase in sales from previous year.
Social Feedback
Some Stats
Over 1,000 people viewed per hour at any given time
Averaged 3,000 comments per hour/video
Exceeded sales goal for the day by 85%
Excited and entertained a ton of people, and gave away a lot of bears