Half Price Books Drives In-Store Sales with ExactTarget-Powered Digital Marketing
Campaign Attracts Nearly 14,000 to Store, Adds Nearly 36,000 Email Subscribers with Facebook to Email Campaign
INDIANAPOLIS--(BUSINESS WIRE)-- Half Price Books’ digital marketing campaign on Facebook and email drove nearly 14,000 in-store sales with a coupon sent in February powered by global cross-channel digital marketing leader ExactTarget (NYSE: ET ) .
Using ExactTarget Email, SocialPages and SocialEngage, the retailer launched a “Booklover’s Weekend” Facebook tab offering Fans an opportunity to receive a coupon, resulting in nearly 36,000 new email subscribers in one month.
“Today’s hyper-connected consumers require brands to create a cross-channel experience that transcends individual marketing channels to build customer loyalty and increases sales,” said Tim Kopp, ExactTarget’s chief marketing officer. “With ExactTarget, Half Price Books is unlocking the power of cross-channel digital marketing to grow its customer base and reward its loyal shoppers.”
Through A/B testing offers and discounts during the “Booklover’s Weekend” campaign, the bookstore found shoppers prefer a percentage off discount nearly six to one compared to specific dollar off a minimum amount coupon.
Half Price Books extends its social media presence by enabling email subscribers to share messages on Facebook, Twitter and Pinterest. Using SocialEngage, the bookstore monitors social sharing to create authentic experiences by answering questions and providing relevant content.
“We are passionate about inspiring the next generation of readers and in order to engage our hyper-connected shoppers, we must reach them on the digital channels they use most,” said Kathy Doyle Thomas, executive vice president of Half Price Books. “With ExactTarget, we can effectively engage our customers across email, Facebook, Twitter and Pinterest to build meaningful relationships and create authentic experiences, all while promoting literacy.”
According to an October commissioned study conducted by Forrester Consulting on behalf of ExactTarget, 35 percent of marketers ranked managing marketing campaigns across multiple marketing point solutions as one of their greatest challenges - despite 78 percent who said they believe cross-channel marketing is important or very important to their business, To download a complimentary copy of the research, visit www.exacttarget.com/CrossChannelStudy.
Half Price Books’ success follows the launch of ExactTarget’s new Singapore office, extending the company’s ability to bring its suite of email, mobile, social media, Web, data management and marketing automation applications to marketers throughout the region. ExactTarget’s global operations now include offices in Australia, Brazil, Canada, France, Germany, United Kingdom, Singapore and Sweden. ExactTarget’s U.S. operations include offices in Atlanta, Indianapolis, New York City, San Francisco and Seattle.
About Half Price Books
Half Price Books is the largest family-owned new and used bookstore chain, with more than 110 retail locations in 16 states. Stores are open seven days a week and buy and sell new and used books, magazines, comics, records, CDs, DVDs and collectible items. Half Price Books has been dedicated to environmental and literacy efforts for more than 40 years by supporting hundreds of projects including the annual Half Pint Library Book Drive, which provides hospitals, clinics and pediatric centers nationwide with book donations collected at all store locations. In addition, Half Price Books is a founding contributor to Laura Bush's National Book Festival, as well as a supporter of the National Center for Family Literacy and Feed the Children. For more information about Half Price Books, please visit www.hpb.com .
ExactTarget is a leading global provider of cross-channel digital marketing software-as-a-service solutions that empower organizations of all sizes to communicate with their customers through email, mobile, social media, Web and marketing automation. ExactTarget's suite of integrated applications enables marketers to plan, automate, deliver and optimize data-driven digital marketing and real-time communications to drive customer engagement, increase sales and improve return on marketing investment. Headquartered in Indianapolis, Indiana with offices in Asia, Australia, Europe, North America and South America, ExactTarget trades on the New York Stock Exchange under the ticker symbol “ET.” For more information, visit www.ExactTarget.com .
Kari Brownsberger, 312.329.3980
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