AEON Attracted 7,700 New Buyers with Yearly Contest
In 1984, AEON opened its first store. Since then, stores and shopping centers under its brand have become Malaysians’ favorite shopping destination. Today, this retail giant employs over 1,900 people and serves customers in 7 states nationwide. On top of the hundreds of retail brands found in the stores, AEON also offers a number of affordable in-house brands.
With an established customer base and nationwide reach, a lot of effort are made on customer re-engagement. AEON’s annual calendar is pre-booked with campaigns that are created to motivate customers to revisit their stores. AEON’s Chinese New Year contest is one example of such promotion.
Retail giant: departmental stores and shopping centers in 7 states
1984 in Malaysia
1984 - 2012: Jusco
2012 - present: rebranded to AEON
Every year the promotion would go as planned: advertising on local newspapers, radio stations and TV channels. The AEON marketing team would reach out to about 7,000 participants to enter the contest. However, the team noticed that while the number of contestants grew steadily throughout the years, the price of the same ads in the same newspapers increased through the years. Therefore, the total campaign cost constantly grew. AEON needed a more efficient way to remind their customers about special promotions and bring them back to the stores.
AEON is known for its efficient management approach, so they started asking themselves: “Who are the customers showing the most interest in the contest?” What if there were groups of customers who would be much more eager to participate in the contest? What should be done to reach out to that specific group, without flashing adverts to everyone?
Gapture specialists suggested focusing all the efforts on Facebook advertising. They started by targeting those interested in shopping. This was quite a large group, as you can imagine. That was just the first level of targeting. Facebook allows you to see instant benefits of the money spent on advertising. After few days, the Gapture team was able to analyze the results and highlight some of the most engaged among a broad group of Malaysian shoppers. They also applied Gapture best practices in Facebook advertising.
After narrowing their campaign targets, 17% more people have interacted with the ads on Facebook. Together with Gapture, the AEON team found out which people were interested in the contest. This approach is much more efficient than showing a banner to just about everyone in the street or in a magazine.
The undertaken campaign with a broad targeting allowed marketing specialists to use real data to pinpoint the right group of people who are most likely to respond to this campaign instead of making an assumption.
That resulted in a total of 7,700 contestants. The AEON team admitted that they were able previously to generate about the same quantity of contestants with a similar budget. So where is the advantage? Offline channels used before turned out to engage only current AEON members, but precise digital targeting helped to use this contest to bring new interested people who are likely to become new members now!