Event marketing

CSA Exclusive: Anthropologie taps into the roots of event marketing

A hip lifestyle retailer makes sure its in-store marketing events make a splash.

Anthropologie, part of the URBN retail group, which also includes flagship brand Urban Outfitters, is creating transparency in how it schedules and promotes marketing events in its stores. The retailer uses the Splash event marketing platform to gain insight into the complete customer journey to an in-store marketing event, from lead generation to post-event retention.

“We do event programming in 220 stores,” Jessica McGuinn, head of experiential marketing at Anthropologie, explained in an interview with chain store age. “This includes fashion shows, pop-ups, birthday events, workshops, partnerships, influencer-based activities and dinners and one-day retreats. We need to connect these campaigns to customers, media and influencers. »

To that end, Anthropologie decided to replace a previously installed event management platform with Splash.

“The other platform was useful for RSVP and in-store check-in, but didn’t offer the same transparency or data capabilities,” McGuinn said. “We now have RSVP pages online. We can track who RSVPs and who actually attends, and how we engage them. We can also track the store, date and time of an event, speakers that will be featured, design images, if we charge and if we do it, whether for donation or for profit, s there is a paper ticket or if it is confirmed. electronically and any follow-up messages. »

As an example of how Anthropologie is using Splash, McGuinn cited how the retailer held a fashion show in March 2019 across 25 stores, using the solution.

“We were able to accurately monitor the total number of people who RSVPed, showed up, checked in, and opened emails to confirm a purchase during the duration of the event,” McGuinn said. “We took the email addresses of people who registered for the event and shared them with the analytics team to verify their spending during the period.”

There are also impressive metrics that speak to the success of Anthropologie’s technology-based event management process. In 2019, the retailer increased foot traffic to its in-store events with more than 6,300 attendee registrations at 665 events, 489 of which were hosted on Splash. That compares to around 4,500 check-ins at 593 events in 2018, of which around 440 were run on Splash.

And in the three-month window between September and November 2019, Antrhopologie added over 3,000 new clients to its mailing list. This came after the retailer added an event checkout feature for attendees who RSVPed, with the ability to sign up to receive company communications (like a newsletter) and join the program. of loyalty.

Other features of Anthropologie’s revamped event marketing platform include an external central page that allows customers to view and search for events by characteristics such as category and location. “It’s worlds ahead to help people increase the number of people who click RSVP,” McGuinn commented.

Splash also offers an event upload tool that allows McGuinn and his team to create an event page template that can be uploaded once and edited as needed. “Inputting data and automatically downloading it is a godsend,” McGuinn said. “It saves me hours at a time.”

Looking ahead, McGuinn said Anthropologie may decide to connect Splash to its Salesforce system for post-event sharing of data and results. It would also provide Anthropologie with real-time sales tracking during event windows.

“It wouldn’t necessarily prove that all sales are related, but we could see specific customers and how long they were in the store,” she concluded.