In the cosmetics and skincare retailer, The body Shop in Vestsjællandscentret, store manager Stine Kirkegaard is responsible for creating the posts that are distributed to the more than 1500 followers via the mall app. The store manager is using the posts to market the store ensure exposure of the store and their products - and to improve the touchpoints with their customers.

It's a great opportunity for us to be in direct contact with our customers - it's just really good marketing and very beneficial. - Stine, Store Manager

The store manager creates posts for the mall app in the off-peak hours to boost the customer flow: "It's always better to plan ahead. That way, I don't have to worry about it on a weekly basis."

According to Stine, the posts can also be used to create opportunities for upselling. Some of the the posts are created as 🎟️Coupons - meaning that the post has to be redeemed by staff in the store:

We've tried running campaigns with a bestselling product using coupons. Some customers downloaded the app in order to redeem the offer, while others had seen the campaign in the app and came to redeem the coupon. This way, we converted visitors into followers and generated store visits - and had lots of opportunities for upsales.

The coupon served as a starting point for Stine and her staff about the mall app and the customer benefit it provided: "I used it to upsell. We created a bunch of new followers, that we are now able to market towards in the app - for free.

According to Stine, the coupon was the perfect starting point for a conversation and with the positive customer feedback, it wasn't difficult to convince visitors to download the mall app and follow the store.

Traditional marketing Emplate Shop

To the store manager, Emplate Shop is more beneficial to stores and customers than traditional marketing.

Advertising, prints and all this classic marketing is just really expensive - and nobody ever pays attention to it, so it's difficult to achieve good results. This doesn't cost me a penny and it only takes two minuts - and there's no doubt that Emplate Shop is more effective to me.

It's crucial to the store manager that she doesn't need to reach for the wallet every time she wants to reach out to her customers, but she also believes that customer control pays a big part in the success of the mall app: "A lot of consumers have made a choice - they don't want marketing and advertising - that's why it has become more difficult to marketing yourself. But in the mall app, customers choose who they want to follow themselves. Oh, and it's also much more sustainable than print and magazines."

Posts from the store usually consists of offers, campaigns, news or the products that store personell don't want their customers to miss.

Stine is looking forward to even more downloads and followers, but are already satisifed with the results they're achieveing:

It's not like we're a grocery store. We sell luxury goods, so I believe that 1500 followers is well enough.

However, it can be difficult to compare the effects in Emplate Shop to those of traditional marketing. As the store manager puts it, the audience is already engaged: "The customers that are viewing our content has chosen to follow us themselves - they chose to open up the mall app and look at our offers and news specifically."