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Imagine...You enter a mall and the clock starts counting down

by Oziboomer
11 replies
Here's something I hadn't heard of before...

You enter the mall and your phone messages you with a TIMER counting down from 100.

For every second is worth a discount...

You run to the store identified on your phone and the timer stops as you enter the store.

The record I think is 88...so 88% OFF....everything in store.

Janine Allis, Australian entrepreneur and Founder and MD of Boost Juice, talked about this yesterday at Traffic & Conversion Australia 2015.

She mentioned "Meat Pack" and how Boost were going to run a promo like this.

Here's what I could find...

Why the Meat Pack
#boost #clock #counting #enter #imagineyou #mall #meat pack #starts
  • Profile picture of the author Jason Kanigan
    Hmm how about having the discount apply to any store in the mall, and the "contestant" has to choose?

    Would burn some time for them, but you'd get virtually instant feedback on what's important to them. With iteration, you're going to see trends.

    As long as people know there's good stuff in the mall, this should work great.

    I hope people are making the translation here that "mall" can be "your online store" or "JV partnership".
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    • Profile picture of the author Oziboomer
      Originally Posted by Jason Kanigan View Post

      Hmm how about having the discount apply to any store in the mall, and the "contestant" has to choose?

      Would burn some time for them, but you'd get virtually instant feedback on what's important to them. With iteration, you're going to see trends.

      As long as people know there's good stuff in the mall, this should work great.

      I hope people are making the translation here that "mall" can be "your online store" or "JV partnership".
      There are plenty of ideas here for people to work on.

      With the Boost Juice example they are using push notifications to members of their Vibe Club - details here -Boost Australia

      Their app utilises a proximity locator which can trigger the timer when they know how close the person is to the store.

      They are also using some feedback method to provide discounts or even free product to people with a particular first name.

      Some of these techniques are going viral because a particular store may have a digital board with a couple of names on it and people start texting their mates saying get on down and grab your free product.

      With the countdown methods it is just another way mainstream stores are stating to utilise online marketing strategies of gamification and scarcity.
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  • Profile picture of the author umc
    I was thinking like Jason. Instead of directing them, a self directed plan would let you learn a lot about the people going into the mall. I'd probably just head straight for the cookie kiosk and leave in a sugar coma.
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  • Profile picture of the author eccj
    Gamification..... the only people I see getting gamed would be the company. 88% off the whole store? That's cool and all for the marketer but what about the guy that wants to make money on his business? I know Silicon Valley doesn't need to make a profit and marketers worship them, but in retail you do.

    I can see their being some PR value for businesses that hop on this early, but giving away the store sounds like bad business.
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  • Profile picture of the author tryinhere
    I'm Old, disabled or a young yummy mummy with a handful of kids and a pram, and I take 1.20 seconds to get to the store ? what do I pay 120% ?

    I knock over people and say &^%(&% my way to save a few dollars at jungle juice ?

    Not sure all is even and fair in the game of the shopping mall 100 metre sprint to glory n gold.
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    • Profile picture of the author Oziboomer
      Originally Posted by tryinhere View Post

      I'm Old, disabled or a young yummy mummy with a handful of kids and a pram, and I take 1.20 seconds to get to the store ? what do I pay 120% ?

      I knock over people and say &^%(&% my way to save a few dollars at jungle juice ?

      Not sure all is even and fair in the game of the shopping mall 100 metre sprint to glory n gold.
      The old, disabled and even the yummy mummy with a handful of kids are not the targets of these promotions.

      The company understands that their main target is Gen Y and they can still engage the other segments of their market using the same platform as they have the demographics and data on all of their client base.

      It is not a random method where everyone gets the same promotion.

      Gamification..... the only people I see getting gamed would be the company. 88% off the whole store? That's cool and all for the marketer but what about the guy that wants to make money on his business? I know Silicon Valley doesn't need to make a profit and marketers worship them, but in retail you do.

      I can see their being some PR value for businesses that hop on this early, but giving away the store sounds like bad business.
      Gamification is an integral part of doing business. It is not that any company is wanting to give away profits. In most of these count down type scenarios the customer may get 25% off and in some of the business that are using this model their COS is under 18% so they don't lose.

      Boost Juice is a retail business and they must be doing something right as they now have three brands established in 14 countries and operate over 350 stores.
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      • Profile picture of the author tryinhere
        Originally Posted by Oziboomer View Post

        The old, disabled and even the yummy mummy with a handful of kids are not the targets of these promotions.

        The company understands that their main target is Gen Y and they can still engage the other segments of their market using the same platform as they have the demographics and data on all of their client base.

        It is not a random method where everyone gets the same promotion..
        so they can tell hat gen y are disabled / parents ? and exclude them from the marketing ? that would go down well as a promotional winner ?

        but yes they have done good to get where they are for sure, just not sold on this promo for me, but I see others all like it so that's OK.
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  • Profile picture of the author JeffreyMichel
    Not sure how they will implement this formula perfectly but it sure seems like a great idea
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  • Profile picture of the author np2014
    Banned
    A lot of people could get hurt in a stampede. Running in a mall is not a good idea especially a busy mall. There would be people pushing and shoving - people will not care if there's a bargain to be had.
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