Case study: emailing coupons as dynamically generated barcodes
Gruppo Coin is the leading operator of department stores in Italy, with over 9,000 employees and over 1,000 retail outlets. Among its brands is OVS, which is one of the fastest growing chains of apparel stores in Italy, expanding rapidly abroad as well.
“[…] now, thanks to MailUp’s dynamic barcode feature, we are able to make each coupon campaign unique and trackable.”
(G. Zarantonello, Digital Marketing Manager, Gruppo Coin)
OVS uses a multichannel marketing and sales strategy with the objective of bridging the online and offline shopping experience. A recently introduced feature in MailUp turned out to be a perfect fit for this strategy: the ability to add a dynamically generate barcode to an email, which can be used for all sorts of campaigns, including personalized coupons and promotions.
We asked Gianluigi Zarantonello, Digital Marketing Manager for Gruppo Coin, how MailUp helped them bridge online and offline marketing. Here is an exceprt from the interview.
Why did OVS decide to use a dynamically-generated barcode in email campaigns?
Gruppo Coin has been using a multichannel marketing strategy for quite a while, and one of the key elements of this approach is a relationship between the online and offline experience that needs to be as frictionless as possible. We had used barcodes in email before in order to promote store vists and allow customers to easily redeem coupons. However, the problem used to be that the same discount code was used for all recipients of a campaign. Now, thanks to the new dynamic barcode feature in MailUp, we are able to precisely track each customer visit to a retail store, and measure conversions in a much more accurate manner.
What were your main goals when you decided to adopt dynamic barcodes?
The main objective is to activate specific rewards that can be redeemed in the retail store, and deliver them through an email marketing campaign. We drive a lot of Web traffic to our retail stores that way. At the same time the goal was to implement more precise campaign tracking: using the same coupon code for all campaign recipients was simply not good enough anymore. Now our brands that have a strong online presence can look at new opportunities to market to online customers offline through targeted promotions. We have a lot of CRM experience and have been using loyalty cards for a long time at Gruppo Coin: now these tools will be used even more effectively.
Dynamic barcodes is one of the features recently added to MailUp: see what else we introduced in our latest releases.
To learn more about how dynamic barcodes can be implemented in your email marketing campaigns, contact us!