AUTUMN/ WINTER EDITION THE ECCO MARKETING REPORT
BEST SELLERS
ACCESSORIZE UP SCANDINAVIAN DESIGN FOR EVERYONE
THE
BEST OF
AW13 TREND
MARKETING NEWSLETTER AW13 Dear Colleagues and Partners, Our AUTUMN/WINTER 2013 COLLECTION has been inspiring and exciting time for marketing activities. This newsletter highlights some of the many successes, passion and commitment from you all contributing to making this season a success. Telling our customers our Scandinavian stories of comfort with their lifestyle in mind. Thank you for all the support during this half of the year and we look forward to bringing more inspirational and creative campains in the next part of our ECCO venture. Best regards ECCO MIDDLE EAST TEAM.
TAJ MALL IN AMMAN, JORDON OCTOBER 2013
RED SEA MALL IN JEDDAH, SAUDI ARABIA - SEPTEMBER 2013
E R O T S W NE 13 W A I S G N I N E P O
WORLD TRADE CENTRE NOVEMBER 2013
GULF MALL - OPENING SOON
UNITED ARAB EMIRATES August 2013 RAMADAN CAMPAIGN OBJECTIVE:
MECHANICS:
to promote AW13 Formal collection and drive penetration
- Strong proximity marketing - Direct marketing (SMS) - Window activation
Festival City
Festival City
Marina Mall Abu Dhabi
RESULTS: Sell-through of AW13
Pawi 351303 - 12.5%
Ladies Formal collection -
28%
Men’s Formal Sell-through of promoted marketing styles until end of campaign: Contoured 632034 - 15%
41%
BACK TO SCHOOL CAMPAIGN OBJECTIVE: To drive traffic to the stores and reach sell through of BTS collection.
MECHANICS: - proximity marketing - direct marketing (sms/e-mail) - Special offer to Shukran members - in-store activation (windows, floor game, BTS leaflets
RESULTS: Sell-through of BTS collection until the end of campaign (14 Sept 2013) - 48%; Business growth in terms of value compared with 2012 - 30%
FESTIVAL CITY
BTS LEAFLET
SHUKRAN OFFER
IT’S COOL TO GO TO SCHOOL
ABU DHABI MALL
UAE
SCULPTURED 75 CAMPAIGN 20TH OCTOBER - 20 NOVEMBER
OBJECTIVE: To build brand attractiveness into Ladies Shoe segment and drive sales on Sculptured collection
MECHANICS: - strong OOH in Dubai
- window and in-store activation
RESULTS: Sell-through of Sculptured collection during campaign (4 weeks):
22%
BEST SELLER STYLE: 24264301001
67%
SELL-THROUGH
UAE
Gift card promotion
Gift card promotion
October 2013 in sync with Eid Holidays
OBJECTIVE: To Increase basket size ec c o .c o m
RESULTS:
ecco.com
- Within the 1st 25 days from 3rd October until 28th October, GVs worth AED 196000 were redeemed which resulted in a sale of AED
565000
- 5655 additional business
18.5%
- Store which gained the maximum due to GVs is Dubai Mall with
22.7%
additonal business during the promotion.
- As of 30th November AED 244000 in vouchers were redeemed and got an additional revenue of AED
This is
9%
addional business
737000
Gift card promotion
UAE
QATAR September - November 2013 ECCO SEASONAL BRAND BUILDING CAMPAIGN
ABODE OCTOBER 2013
OBJECTIVE: To increase brand awareness and attractiveness by various ATL activities
MECHANICS: - Monthly print media plan (September, October, November) - Sculptered Cinema campaign
RESULTS: Sell-through until end November 2013
32.8%
AL RAYAA
QATAR TODAY
OMAN First 2 weeks of October 2013 SCULPTURED CAMPAIGN
OBJECTIVE: To increase brand awareness and attractiveness and drive traffic to the stores
MECHANICS: - Radio Campaign (Al Wisal FM & Merge FM) - Sculptered leaflet distribution in the residential areas (250 addresses) with close proximity to the store location - Hanging banners in Muscat City Center
RESULTS: THURSDAY 10 OCT 13 SOLDQ 13 BILLS 8 NETV 561.000 UPT 1.63 ATV 70.13 FRIDAY 11 OCT 13 SOLDQ 23 BILLS 16 NETV 1176.500 UPT 1.44 ATV 73.53 SATURDAY 12 OCT 13 SOLDQ 43 BILLS 34 NETV 1726.150 UPT 1.26 ATV 50.77
JORDAN First 2 weeks of October 2013 TAJ MALL GRAND OPENING OBJECTIVE: To increase brand awareness and attractiveness and drive traffic to the new store
MECHANICS: - Radio Campaign (a live broadcast from the venue) - PR Grand Opening event - Proximity marketing (leaflet distribution, roll ups inside the mall) - Consumer Promotion (Gift with purchase) - 10 styling pages in leading magazine
ExCluSivE inViTaTion We are pleased to invite you to celebrate with us the Grand Opening of 2nd ECCO store in Jordan, located in Taj Mall. The store will present a selection of innovative, high quality shoes and leather goods as well as unique heritage of Scandinavian design. Venue: ECCO store in Taj Mall, market level phone no. 065864822 Time: 9th of October 2013 at 07:00 pm We look forward to having you with us for this special occasion. With our warmest regards,
KUWAIT
August 2013
BACK TO SCHOOL CAMPAIGN OBJECTIVE:
BOYS COLLECTION
To stimulate BTS sales
MECHANICS: - Proximity marketing
Art. 73552201001
Art. 73551301001
Art. 73357301001
Art. 73550201001
Art. 71355253902
Art. 71350258116
Art. 73351353859
Art. 70203251052
- Weekend in-mall activity with leaflet distribution by Cartoon Characters and face painting for kids inside the store (Avenues & Marina Mall) - BTS leaflet distribution via leading Al Watan Newspaper (65000 copies) - OOH - Newspaper ads
Art. 90
- Social media communication
يسعدنا ان نصنع أحذية جتعل االطفال سعداء
Art. 903
RESULTS:
56%
traffic increase in Avenues store compared with previous month (29, 948)
- During activity weekend (22 - 24 Aug)
56.5%
36%
sales increase
traffic increase compared to the previous weekend
IT IS TIME TO CONNECT THE SHOES
اسباب جيدة 66اسباب جيدة لتختار أحذية إيكو حركة القدم مع حركة تتناسب مع ••تتناسب القدم على اجللد ناعمة على ••ناعمة اجللد شكل القدم مع شكل تتماشى مع ••تتماشى القدم على حدا قدم على كل قدم حسب كل تتكيف حسب ••تتكيف حدا حلركة حرة خفيفة حلركة ••خفيفة حرة طوال اليوم جافة طوال لقدم جافة هوائي لقدم نظام هوائي ••نظام اليوم
& ECCO SOCKS SHOE CARE Art. 908516500117
Art. Art. 908710000101 908710000101
Art. Art. 903330000101 903330000101
Art. 903401700100
Art. 903300000100
08516500101
3360000100
EID CAMPAIGN OBJECTIVE:
I
OCTOBER 2013
MECHANICS:
to promote new collection and
- Proximity marketing
drive penetration
- facebook/twitter communication - News
RESULTS:
SCULPTURED 75 CAMPAIGN MID SEPT - MID OCTOBER 2013 OBJECTIVE: To promote new collection and drive penetration MECHANICS: - Strong proximity marketing - Direct marketing (SMS) - Window activation
RESULTS: Creating a local buzz around SMILE collection by choosing
7
83 1095
public female ďŹ gures
Instagram posts followers on instagram account
+30%
@eccoarabia sellout of SMILE category by mid
October (launched by mid of Septembr) Reaching
+100, 000
followers on
each of the ambassadors Instagram account
KUWAIT
SCRATCH AND WIN OCTOBER 2013
Gifrtd
a c on promoti
Gift
c ard p romo tion
OBJECTIVE: ec co .co
m
To drive traffic to stores and clean ec co
.c om
the stock from the slow moving articles
AFGHANISTAN
Oct/Nov 2013
SEASONAL BRAND BUILDING OOH CAMPAIGN
OBJECTIVE: To increase brand awareness and attractiveness and drive traffic to the store
SAUDI ARABIA 25 August - 12 September 2013
BACK TO SCHOOL CAMPAIGN OBJECTIVE: To drive traffic to the stores and support BTS sales.
MECHANICS: - Online campaign - Door to door leaflet distribution in A villas (100,000 addresses) - BTS Leaflet distribution via Sayidaty Magazine (110,000 copies)
- 3,443 NEW FANS
GOOGLE SEARCH
139 CLICKS
- SEASONAL TARGET SEPT -
- SEASONAL TARGET SEPT -
DEC 2013
DEC 2013
4,949
- 4,295 NEW FANS
9,998
DISPLAY - 144 CLICKS NETWORK
- SEASONAL TARGET SEPT -
- SEASONAL TARGET SEPT -
DEC 2013
DEC 2013
24,993
ما أجمل العودة إىل املدرسة
24,236
BTS Sales Analysis Year
Before 25/8 Pairs
2013
173
2012
25 – 31/8 Pairs Taffic
88
2407
1 – 7/9 Pairs Taffic
60
1908 87
8 – 14/9 Pairs Taffic
47
1245
Difference Pairs
Taffic
195
5560
87
5504
Dif % 224%
Art. 725672-51707
Art. 211503-01001
Art. 725682-51707
Art. 212043-01001
Art. 702032-51052
Art. 733503-51707
Art. 733563-01001
Art. 733573-01001
ecco.c om
E CCO KS A
EID CAMPAIGN OBJECTIVE:
I
OCTOBER 2013
MECHANICS:
to drive traffic to stores and
- Facebook/Twitter communication
stimulate sales of the new
- Online campaign
collection
- Staff incentives - Store decoration
RESULTS
Â
RED SEA MALL OPENING CAMPAIGN | SEPTEMBER 2013
OBJECTIVE: To promote the new store
MECHANICS: - In mall branding - Promotiion on Facebook /Twitter
RESULTS in the first 4 weeks
331
pairs were sold
2nd month without any activities
370
pairs were sold
SAUDI ARABIA
SCULPTURED 75 CAMPAIGN OCTOBER 20 - 1 2013
OBJECTIVE:
To drive traffic to the stores and stimulate sales of the new collection
MECHANICS: - Facebook/Twitter
communication and SMILE photo competition - Online campaign - Radio competition
RESULTS: Sell-through of Sculptured collection:
BEST SELLER STYLE: 245643-101
44%
30%
SELL-THROUGH
1447042 840 GDN 32978 SEARCH 79373 585 16.2% TWITTER FACEBOOK
CLICKS
201,478
IMPRESSIONS WERE MALE GIVING AN ENGAGEMENT OF
65,215
IMPRESSIONS WERE FEMALE GIVING AN ENGAGEMENT OF
20,072
IMPRESSIONS WERE UNKNOWN GIVING AN ENGAGEMENT OF
9,504
2,932
CLICKS
CLICKS
CLICKS
40
AVG. ENGAGEMENT RATE DURING SELECTED TIME RANGE
CLICKS
33,410
CLICKS
70 RETWEETS
21 RETWEETS
29 RETWEETS
12 REPLIES
5
2
REPLIES
REPLIES
353 FOLLOWS
77 FOLLOWS
38 FOLLOWS
SAUDI ARABIA
Gift
ابتسمي
card promotion October 2013
OBJECTIVE: To drive traffic to stores and clean
الكعب العالي براحة ال مثيل لها
.طبقنا احدث التكنولوجيا للراحة الى احذيتنا للكعب العالي وكانت النتيجة مدهشة! الراحة املطلقة في كل مكان و كل وقت
ECCO SCULPTURED 75 ECCO SCULPTURED 75 ECCO SCULPTURED 75 ECCO SCULPTURED 75 242603-01001
242603-02072
242613-01001
242613-01070
راحة في كل مكان و في كل وقت smile.ecco.com
Saudi A5 flyer ARABIC.indd 1
11/21/13 9:32 AM
the stock from the slow moving articles
MECHANICS: e cco. com
Buy one pair of shoes and get 70% off on 2nd pair - Facebook/Twitter communication - Window/in-store activation - SMS - Flyer distribution
SAUDI ARABIA
IRAQ September - October 2013 AW13 SEASON LAUNCH CAMPAIGN
OBJECTIVE: To drive traffic to the stores and stimulate sales of New Collection ڕۆژنامهیهكی
شاجوانیكوردستان2013ههڵبژێردرا
ئابووری-رێكالمی-ههمهڕهنگه
info@bazarpress.net Advertising Newspaper
ساڵی سێیهم ،ژماره ( ،)103یهك شهممه 29 ،ی ئهیلول 2013
www.bazarpress.net
نرخی ( ) 1000دیناره
مۆڵێكیئهلیكترۆنی لهههرێمیكوردستاندهكرێتهوه بریكاری كۆمپانیای ئهپڵ له ههرێمی كوردستان رایگهیاند كه مۆڵێكی ئهلیكترۆنی دهكهنهوه و ههموو بهرههمهكانی كۆمپانیای ئهپلی تێدا نمایش دهكهن .گوتیشی بهمزووانه كۆمپانیای ئهپڵ بنكهی خزمهتگوزاری له شاری ههولێر دهكاتهوه و ههموو
بواری ئهلیكترۆنیه و پتر ئامێرهكانی مۆبایل و كۆمپیوتهر دروست دهكات. ئهو كۆمپانیایه له نیسانی ساڵی 1976لهالیهن ستیڤ جۆبز ،ستیڤ وزنیاك و رۆناڵد وین دامهزراوه و یهكهم بهرههمی خۆی لهو ساڵهدا به ناوی ئهپڵ -1خسته بازاڕهوه .دوایین
دهست به فرۆشتنی ئامێرهكان دهكهین. كۆمپانیای ئهپڵ كه بارهگای سهرهكی له والیهته یهكگرتووهكانی ئهمریكایه، نزیكهی 35ههزار كارمهندی ههیه لهسهرتاسهری جیهان ،سااڵنه فرۆشی ئهو كۆمپانیایه دهگاته زیاتر له 32ملیار دۆالر .سهبارهت به چۆنیهتی رهواج
بهكارهێنهرانی بهرههمهكانی كۆمپانیای ئهپڵ له ناوخۆ و دهرهوهی كوردستان دهتوانن سوودی لێوهربگرن. له ماوهی رابردوودا كۆمپانیای ئهپڵ، بریكارێكی فهرمی له ههرێمی كوردستان دانا .محهممهد ئهحمهد موسلیم، بریكاری كۆمپانیاكه پێیوایه ئهو ههنگاوه دهبێته هۆی ئهوهی كه بهرههمی ئهو كۆمپانیایه زیاتر بناسرێت و باڵوببێتهوه. كۆمپانیای ئهپڵ ،كۆمپانیایهكی ئهمریكی
بهرههمی ئهو كۆمپانیایه دوو ئامێرن به ناوهكانی iphone 5cو iphone ،5sكه ههردووكیان لهم مانگهدا كهوتنه بازاڕهوه .محهممهد موسلیم ،بریكاری كۆمپانیای ئهپڵ گوتی :ئهو دوو ئامێره تازه گهیشتوونهته بازاڕهكانی ئهوروپا و ئهمریكا ،بهاڵم درهنگتر له بازاڕهكانی رۆژههاڵتی ناوهڕاست باڵودهبنهوه، ههركاتێك ئامێرهكان گهیشتن و رێگهمان پێدرا لهالیهن كۆمپانیای ئهپڵهوه ،ئێمهش
پهیدا كردن بۆ بهرههمهكانی كۆمپانیای ئهپڵ ،محهممهد موسلیم گوتی :بازاڕی كوردستان تینووی ئامێری ئهلیكترۆنییه، بۆیه مۆڵێكی گهورهی ئهلیكترۆنی دهكهینهوه ،بریكاری ئهپڵیشی تێدا بێت بۆ ئهوهی خزمهتی گهلی كورد بكهین ،چونكه كورد زۆر حهز له بواری تهكنهلۆژیا دهكات ،به تایبهتی بهرههمی ئهپڵ .به بڕوای من ئهپڵ سهركهوتوو دهبێ.
شهوی (27ی ئهیلولی )2013به سهرپهرشتی كۆمپانیای بابیلۆن و به هاوكاری پارێزگاری ههولێر ،دووهمین خولی ههڵبژاردنی (شاجوانی كوردستان) لهشاری ههولێر بهڕێوهچوو ،تێیدا فێنك محهمهد توانی نازناوی شاجوانی كوردستان بۆ ساڵی 2013به دهست بهێنێت .ئاههنگهكه كه تا درهنگانێكی شهو درێژهی كێشا و تیایدا ژمارهیهكی زۆر له خهڵك و بهرپرسانی حكومی و میوان و هونهرمهندانی كورد و بیانی بهشداریان تێداكرد ،خاتوو دهشنێ موراد به چهند گۆرانییهكی ئینگلیزییهوه بهشداری رێورهسمهكهی كرد. لیژنهی دادوهرانی ئاههنگهكه پێکهاتبوون له :کریستۆس – فۆتۆگرافهر ،ناتالیا – شاجوانی یۆنان ،گهزیزه خان – ئهکتهر و دهرهێنهر -،شێنێ ئاکۆ – یهکهمین شاجوانی کوردستان ،کوردستان موکریانی – نووسهر ،عیماد – بهرههمهێنهری رێکالم ،شاجوانی ئهلبانیا ،ئاوێـژه – ماستهر له زانسته رامیاریهکان ،دکتۆر شێروان – پسپۆر له جوانکاری ،عاسی حهالنی – هونهرمهند. پڕۆسهی شاجوانی بۆ ساڵی 2013سهرهتا زیاتر له 55 كچ بهشدارییان تێداكردبوو .دوای ههڵسهنگاندن 12یان كێبڕكێیان لهسهر نازناوهكه كرد ،لهو 12كاندیده 10كچیان خهڵكی سلێمانی و 2خهڵكی دهۆك بوون ،دوای چهند كاتژمێرێك ئاههنگگێڕان لیژنهی داوهران. پێنح شاجوانیان ههڵبژارد. شاجوانیئینتهرنێت:دانیائهنوهرشاجوانیئاشتی:چاوانمحهمهدشاجوانیجلوبهرگ:شاكارشاجوانیگهشتوگوزار:نادیرهشیدشاجوانیكوردستان:فێنكمحهمهدعهبدولكهریمجێی باسه ،فێنك محهمهد ،شاجوانی كوردستان بۆ ساڵی ،2013له ساڵی 1988له دایكبووه ،خهڵكی ههرێمی كوردستان و شاری سلێمانیه ،له ئێستادا له واڵتی سویسرا نیشتهجێیه ،كێشی 60.4كلیۆگرامه.
RESULTS:
of sell-through for the new collection
25%
MECHANICS: - Proximity marketing - OOH - Newspaper ads
IRAQ
IRAN
25th July - 25th August
SUMMER RAFFLE EVENT TEHRAN OBJECTIVE Boost the total sales & business in the brand, also increase the sales in : .Ramadan as it is a month with very low sales value
MECHANICS SMS Newspaper Ad Billboard Leaflet Banner
Raffle draw with Raffle ceremony with VIP guest and famous artisits
Four thousand customers attended this event
For every 200, 000 T purchase customer received Raffle Ticket
Car
Three winners won 1,000,000 T Ecco gift card Fourteen winners won 500,000 T Ecco gift card
RESULTS Sales Quantity 1,800 1,600 1,400
Pairs
Two winners received 3 Gold Coins
1,200 1,000 800 600 400 200 0
Sales Quantity
week 26
week 27
week 28
week 29
week 30
week 31
week 32
week 33
week 34
week 35
week 36
week 37
week 38
992
904
829
831
1,488
1,086
1,124
1,381
1,348
1,432
1,418
1,475
1,581
Sales Value 900,000,000 800,000,000 700,000,000 600,000,000 Toman
Three main winners recieved a
500,000,000 400,000,000 300,000,000 200,000,000 100,000,000 0
week 26
week 27
week 28
week 29
week 30
week 31
week 32
week 33
week 34
week 35
week 36
week 37
week 38
Sales Value 526,657,680 500,440,440 436,450,760 436,830,720 747,224,000 546,999,800 598,244,720 696,125,360 701,103,480 725,940,720 712,106,680 753,853,520 811,324,080
SUMMER RAFFLE EVENT PROVINCES OBJECTIVE
2nd August to 2nd September
Boost the total sales & business in the brand, also increase the sales in : .Ramadan as it is a month with very low sales value Sales Quantity
MECHANICS
600 PCS
SMS Sticker Banner Prizes Hospitality Photographer
700
400 300 200 100 0
For every 200,000 T purchase our customers received a raffle ticket in all our province stores
Sales Quantity
week 27
week 28
week 29
week 30
week 31
week 32
week 33
week 34
week 35
week 36
week 37
week 38
week 39
333
209
214
514
378
492
410
474
443
525
504
623
522
Sales Value 350,000,000 300,000,000 250,000,000 Toman
Main prizes Eight Gold Coins Over eighty different value gift vouchers
500
200,000,000 150,000,000 100,000,000 50,000,000 0
week week week week week week week week week week week week week 27 28 29 30 31 32 33 34 35 36 37 38 39
Sales Value 175,447 110,673113,913258,640192,813262,104 217,871251,069231,721264,970264,280322,986278,605
OTHER AW13 ACTIVITIES
ACROSS THE REGION
LAUNCH OF ECCO.COM IN ARABIC LANGUAGE http://ae.ecco.com
SEPTEMBER 2013
At the moment Ecco is the first internationmal footwear brand that has an official website in the Arabic Language. We aim to do the same in Farsi language within the next two months.
THE LAUNCH OF LOCAL
ECCO
ARABIA
COMMUNITY ON SOCIAL MEDIA PLATFORMS
At the end of August we launched local profiles on social media and started to build our social media community. Within 3 months 12,994 consumers across Middle East have confirmed their interest to start following ECCO and its stories.
www.facebook.com/eccoArabia -
twitter.com/eccoArabia -
Instagram: eccoarabia –
5,766
5,896
1,332
followers
followers
followers
The following two stories have made the record engagement index:
5144
likes/
144
291
likes/
shares/
3
120
shares/
1
comments
comment
In addition to ECCO Arabia and ECCO Kuwait (which was our first account), we have two more local profiles on Facebook:
ECCO Jordan with 2,140 followers and ECCO Egypt with 1,267 followers. Starting from 2014 all local accounts will be added under one common umbrella -“ECCO Arabia�.
PR
RESULTS AUGUST - NOVEMBER 2013
Shape ME
Within last 4 months we have spread across regional as well as local media 15 PR stories including both - product and trend related. It helped us to generate 122 PR clippings with the total PR value of USD 239,314.
The Gulf Times
Layalina
Al Rai
Sports 360
Thank you for your hard work and support on a successful
AW13