RH Outlet + VERO BEACH outlets
ADVERTISING | ANALYTICS | EMAIL MARKETING
Located in Florida’s Treasure Coast, Vero Beach Outlets is a shopping center with nearly 340,000 square feet of retail space. One of the center’s major retailers, Restoration Hardware Outlet, doubled in size with a major expansion. Both RH Outlet and Vero Beach Outlets wanted to drive sales and traffic to the newly-expanded store. Vero Beach Outlets ownership recognized the need to promote the store and agreed to a marketing initiative centered around a $10,000 designer home makeover.
TASK
Develop and execute digital tactics to drive sales for the newly-expanded Restoration Hardware Outlet, while generating leads for the center’s VIP Shopper Club.
ACTION
The digital side of this multi-channel initiative included the center’s website, social media, digital ads, paid/organic social ads, and paid email:
Digital ads were targeted by interest and location, with audiences developed for the center and Restoration Hardware Outlet.
Paid social ads and organic posts on Facebook linked through to the sign up form.
The center’s website was updated with a pop-up module and event page listing leading to the contest sign up.
Email marketing included B2C and B2B campaigns – B2C email efforts were deployed to the center’s VIP Shopper Club while B2C efforts focused on paid email lists of Florida-based shoppers, interior designers, architects, and other home improvement professionals.
Tracking codes and pixels were developed for all digital placements, capturing analytics for each placement.
RESULTS
As a result of the marketing initiative:
Our team at Strategy + Style won the 2017 ICSC MAXI Silver Award for NOI Enhancement.
The marketing initiative budget of $29,558 generated a sales increase of $334,247 for Restoration Hardware, a 1,030% return on investment.
VIP Shopper Club membership increased 358%, from roughly 4,500 members to 20,610 members by the end of the year. RH Outlet’s database also grew as users opted into both email databases with entry.
Analytics were used to continually refine the ad targeting for the home furnishings audiences; as a result Vero Beach Outlets attracted additional upscale furniture retailers, including Design Within Reach Outlet, Williams-Sonoma Home Pop Up, and Mitchell Gold + Bob Williams Outlet.
