Vicinity's in-house Data Science and Insights team knows Mother's Day is one of the most popular shopping holidays of the year - the fourth most to be precise.
For Mother's Day 2021, leading wearable technology brand, Fitbit, consulted with Vicinity to understand the most effective way to raise awareness and purchase consideration of their products with Vicinity's 8m weekly customers.
Already utilising Vicinity's selection of centre-based retail media, Fitbit incorporated a digital component to its campaign to promote its latest line of fitness watches as a gift for Mothers Day.
Combining digital media with in-centre retail media screens allowed Fitbit to engage with customers at multiple points of the purchase journey.
A widespread campaign featured on the digital assets of 19 Vicinity centres and included:
Homepage takeovers
What’s On articles
eDM tiles
Fitbit's execution of website and eDM placements inspired shoppers to explore the brand and provided multiple touchpoints along the customer journey as shoppers searched via various devices (mobile and desktop) before being exposed to retail media in-centre.
115,000 page views on website placements
390,000 eDM recipients with a 15% open rate
100,000 incremental reach adding digital campaign to retail media
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