LEESBURG, VA.—By implementing the SHOW/PRO kiosk system from Showroom Technology, the Airbase Carpet Mart family of stores has achieved a better return on its foot traffic, noted Michael Longwill, president. The company chose to feature the system in 2010 across its 11 Mid-Atlantic stores to leverage Showroom’s 360-degree marketing program.
In late summer, a series of marketing events were planned over the course of several months, each tied to the kiosk system and included Showroom Technology’s marketing partner, Mail America. The events hit three key consumer touch points— mail, website and in-store. Included were promotion barcoded direct mail pieces; a website link to receive a barcode; and an in- store, on-kiosk promotion, each intended to drive more foot traffic to the store and en- gage the consumer at the kiosk in exchange for an offer or prize.
Airbase felt if it could encourage consumers to visit one of its stores and register at the kiosk system to uncover the prize, it could not only capture more information about its foot traffic but also gain additional credit applicants, thus new loyalty accounts.
“The plan was a success,” Longwill said. “With each kiosk-based event we ran, we saw a big spike in kiosk registrations and credit applications, resulting in a striking correlation between the number of kiosk registrations and subsequent credit applications over a three-month period. Showroom’s kiosk system has provided us with a new method of marketing. It has helped us generate additional foot traffic in the store and electronically capture consumer data while increasing credit application volume.”
For more information about the kiosk system, call 571.291.3105.