Suria KLCC "Suria 100 Days Wide Sale" Campaign

Campaign title - Suria 100 days wide sale.

Client - Suria KLCC

Product - Suria KLCC Shopping Mall

Summary Statement

Suria KLCC opened its doors 10 years ago and since then, Suria KLCC has been known as the premier shopping destination housing many exclusive high-end retailers. But in the past few year, loyal shoppers from Suria KLCC have been seen flocking other new malls because of their novelty offerings.

The Suria 100 days wide sale campaign was developed to attract consumers to shop in the mall and the results was encouraging, with an increase of 40% average spend compared to the same period the previous year.

Background and Marketing Objectives

The retail industry in Kuala Lumpur, Malaysia was booming with the opening of new shopping malls like Pavilion The Gardens over the past year. Some of these new malls offered “first-time in Malaysia” retailers that were exclusive and some with bigger and more variety of retailers. As a mall that has 10 years history, KLCC is loosing its appeal to shoppers for spend their money in this mall as opposed to other sub-urban malls and newer malls.2008 was also the year when the economy spiraled  downwards. Shoppers started to tighten their belts. 

Despite the challenges of  the mushrooming of new shopping malls in housing areas and new mega malls who are  all fighting for the same share of wallet, how do we get shoppers to increase spend in KLCC?

The brief to us was to increase 15% in  average spend compared to the same period the previous year

Campaign Strategy

Understanding the shoppers was an important factor of success to this campaign:

• Shoppers love immediate redemptions
• Shoppers will shop more when motivated by a reward target
• Shoppers love simple promotions & contests that offer BIG prizes

The strategy was to apply 3 tactics that would hit the sweet spot of the consumers. Firstly, we designed a tiered reward system to keep consumers coming back to shop for more. Secondly, we started the sale carnival earlier than other malls to keep the momentum started and to occupy our position in the consumers mind. Lastly, we organized a contest that would excite the shoppers further.

During the 100 days, shoppers  who spent a minimum of RM100 at specialty outlets were entitled to redeem their very own Passport to Privileges. The Passport highlighted special offers from participating retailers  throughout the 100 days.  Every RM100 spent entitled a passport holder to 1 stamp. Shoppers were then rewarded when they accumulated:

• 5 stamps = to receive a Passport Holder
• An additional 10  stamps  = to receive a Premier Travel Bag worth RM300

Shoppers were also eligible to participate in the ‘Shop and Win a Getaway at the Four Seasons Resort Langkawi’ competition with a minimum spent of RM500 and by answering a simple question on the entry form.

Campaign Concept

It was a time when every other shopping  mall was also offering shoppers discount, and bargains.  To differentiate ourselves, we focused on our most attractive offer – the grand prize of a luxurious beach holiday at the Four Seasons Resort Langkawi. In order to generate interest, we developed a unique redemption booklet in a form of a passport. True to its purpose, the passport contained stamps which featured each of the participating retailers and the promotions offered. Hence, it worked both as an information tool as well as a redemption device. 

The campaign was supported by print ads which highlighted the campaign period of 100 days, and ultimately with such great discounts, how much one could buy within that time frame. 

Blurbs were also developed to act as a reminder and create a sense of urgency. This was done through a ‘countdown’ creative execution which featured simple messages. 

To encourage redemption, passports and contest forms were also distributed to retailers. Retailers involvement was key in pushing the redemption to shoppers

Campaign Execution

In the mall

- Banners, Buntings and posters around the mall 

- Tent cards at participating retailers 

Mass medium

- Full page print ads in major English and Chinese press and magazine titles

- Blurbs in The Sun in the form of a countdown as a reminder

Suria KLCC website

Results

• The promotion recorded very high number of redemptions – 47% more than the previous year
• Even the number of contest forms received was encouraging –16.75%  more than the previous year
• Majority of the redemptions and participants came from the high-end shoppers where there was an increase of 40% in average spend

(Source: Suria KLCC Internal Tracking)