BALSAMIK, the French fashion and body-type brand of the Movitex group, was launched online over two years ago. Supported by TV advertising campaigns on M6 and W9, and by lines of clothing that were suited to the body-shapes of women, balsamik.fr understood very quickly how to draw in large numbers of customers that could not find fashion that met their expectations either in-store or online.
In August 2014, balsamik.fr launched its first Promogaming® campaign. Since then, the website’s customers have had three opportunities to play to win their purchases. In November 2014, on Friday 13th February 2015, and three weeks during August.
Meet Vincent Huet, E-Marketing Manager at BALSAMIK, who is discussing his latest Promogaming® campaign with us, the results of which were very good.
COULD YOU TELL US A BIT ABOUT BALSAMIK.FR’S SALES PROMOTION STRATEGY?
We rely on traditional promotional activities throughout the year, trying to optimally schedule the discount periods so as to avoid any negative effects that might ultimately drive consumers to making purchases only when there is strike-through pricing. Our main drivers are the discounts, x% on a range or selection of items, as well as the rebates given in relation to the amounts purchased, €10 for €50 of purchases, €20 for €80, etc.. To a lesser extent, we sometimes offer our clients the option of paying 100% of the price of the first product so as to benefit from a significant discount on a second item.
“Everyone likes playing and the possibility of winning their order is a real bonus that seems achievable.”
WHAT IS IT THAT ATTRACTED YOU TO THE PROMOGAMING® SOLUTION OFFERED BY LUCKY CART?
Promogaming® is the perfect answer to the problem that I described about the overuse of discounts and their negative effects. Promogaming® is another string to our bow, enabling us to offer an attractive promotion even without a markdown. Everyone likes playing and the possibility of winning their order is a real bonus that seems achievable. Here, there is a one in ten chance of winning, whereas with the Euromillions, there is one chance in 116 million!
IN DECIDING TO DEPLOY THIS CAMPAIGN ON YOUR WEBSITE, WHAT OBJECTIVES WERE YOU LOOKING TO MEET?
After the long period of sales in June-July, which this year lasted six weeks, we used Promogaming® again in August since it was the most appropriate for breaking the routine. And also, the month of August is not really a good time for generating sales, and so Promogaming® is perfect since it still stimulates the interest of our customers despite everything else.
WHAT DO YOU THINK OF THE IMPLEMENTATION AND SUPPORT BY THE LUCKY CART TEAMS?
It always goes very well. I personally took charge of the first two campaigns that we did together and, with the last one, it was a member of my team that was in charge. The deliverables are clear, the elements produced are reusable and overall there was consistent communication without having to do a lot of media. Your SaaS platform now allows us to have access to reports whenever we want, all year round. We can also revisit past campaigns, it’s very good. And the daily reports email is very convenient.
WERE YOU FULLY AWARE OF THE POTENTIAL RISKS OF RUNNING A DRAW AND LUCKY CART’S VALUE ADDED IN THIS AREA?
We understood very well that we would not be bearing any risk, so we feel very comfortable about it! Our interest is in the greatest possible number of our customers winning, and the cost for us would not be higher than the probability of winning that we offer so it’s ideal. But you have to play both ends against the middle, so that you are kept afloat and the budget is not exceeded due to draws that are too favourable for our customers.”
“Our conversion rate increased by over 30 %, which can be clearly attributed to Promogaming®”
WHAT RESULTS HAVE YOU ACHIEVED?
We have significantly improved our results compared to N-1, however, it is difficult to say whether the effect is solely due to Promogaming®. However, in terms of the conversion rate, we recorded an increase of over 30% that can be clearly attributed to Promogaming®” Our shopping cart abandonment rate is notably well below what can be seen with other promotional activities (excluding sales).