case study - Placecast

CASE STUDY
Kiehl’s worked directly with Placecast to run a
location-based SMS campaign in order to increase
brand awareness and drive increased trac into their
stand-alone boutiques. Customers who opted in to
the program receive mobile alerts on new products,
seasonal items, special events and promotional offers.
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K I E H L’ S E N G A G E S C U S T O M E R W I T H M O B I L E A L E R T S
Kiehl’s is an American cosmetics brand retailer that specializes
in making premium skin, hair, and body care products.
Founded as a single pharmacy in New York City’s East Village
in 1851, Kiehl’s was purchased by the L’Oréal Group in 2000
and currently has more than 250 retail stores worldwide,
supplemented by sales in high-end department stores. Kiehl’s
was looking to add another channel of engagement with their
customers, while increasing brand awareness and driving
increased traffc into their stand-alone boutiques nationwide.
PROGRAM
Kiehl’s worked directly with Placecast to run a location-based
SMS campaign called “Kiehl’s Alerts” that was deployed to
all of Kiehl’s U.S. retail stores. During the first months of the
program, more than 1,000 customers were recruited into the
campaign through in-store signage, email campaigns, and
through Kiehl’s social networking portals including Facebook
and Twitter. Customers could either sign up via SMS or were led
to a dedicated Kiehl’s branded webpage to sign-up for
the campaign.
Kiehl’s Alerts: Show this
message to get deluxe
samples of UF Cream & UF
Cleanser w/a $25 purchase
thru 10/14. Nearest Kiehl’s:
The Village @ Corte Madera
SIGN IN
REGISTER
1-800-543-4572
NEW
SKIN CARE
BODY
MEN
HAIR
GIFTS & MORE
ABOUT US
Store Locator
OFFERS
SIGN UP FOR
KIEHL’S
ALERTS
Over 45 stores were geofenced, and geofence sizes were
determined by various factors including population, density,
proximity to one another, and whether stores were located in
urban or suburban environments. Customers who are opted in
to the program receive, on average, approximately 3 messages
a month. The mobile alerts include information on new
products, seasonal items, special events, and
promotional offers
Sign up for mobile alerts with insider info about
new products, special events, and great offers
when you're nearby Kiehl's stores & products.
PHONE NUMBER
EMAIL
ZIP CODE
I am interested in:
SKINCARE
HAIR
MEN
SPECIAL EVENTS
BODY
SUBMIT
RESULTS
The initial phase of the program ran for 6 months, during which
more than 7,000 messages were delivered to participating
users who were located within geofences around Kiehl’s stores.
A survey conducted towards the end of the pilot found that
81% of the respondents recalled receiving text alerts and that
the alerts increased the customer likelihood to visit a store by
77%. The survey also found that 73% of the respondents made
purchases after receiving the alert, while 22% of respondents
intended to purchase but didn’t. And while 43% of the
respondents chose to redeem an oer because of a promotional
oer, 48% of the recipients were interested in the oer due to the
location factor.
© 2011 KIEHL’S SINCE 1851.
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“Kiehl’s customers want to be the
first to hear about in-store events,
exclusive offers, and the latest
Kiehl’s products, and the Kiehl’s
Alerts program is a great way to
keep them in the know.”
Frances Grant,
Vice President of Retail Marketing and
CRM at Kiehl’s Since 1851
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