Aéropostale’s Irresistible Offer – How an Online Flash Promotion Spiked Sales
Winner: 2012 IMA Circle of Excellence Award – Consumer Loyalty
Aéropostale, Inc. is a mall-based, specialty retailer of casual apparel and accessories, principally targeting 14 to 17 year- olds. Since these young customers are both fashion- and tech-savvy the brand wanted to launch promotion that played to their love adoption of all things digital and the chance to participate in – and be the first to tell their friends about – a sweet limited-time offer from one of their favorite brands.
To drive both pre-holiday and future sales, Aéropostale wanted to entice customers with an offer they couldn’t refuse. A digitally-based flash promotion featuring eGift Cards helped them do just that.
Aéropostale’s Free eGift Card with Online Purchase couldn’t have been simpler – or more effective. For every $100 purchase made online during the promotion period, the customer immediately received an eGift Card for $25 redeemable online or at the brick and mortar stores. The two-day, flash promotion was featured on the homepage at www.aéropostale.com and communicated through a targeted email campaign to their CRM database. In addition, Aéropostale promoted the program on its social media channels, ensuring the offer was shared from consumer to consumer.
The “Free eGift Card with Online Purchase” campaign won the 2012 IMA Circle of Excellence Award Consumer Loyalty category for successfully driving traffic to the Aéropostale e-commerce website, which contributed to the retailer’s total e-commerce sales growth in 2011.