ADDING TO THE SHOPPING EXPERIENCE

Results from pilot project to determine benefit of in-store kiosk with computer

This week wraps up the first-ever Roots “Spin & Win” contest. Designed as a marketing tool to promote the company’s recently revamped and expanded website, the month-long contest gave shoppers free prizes and a chance to win a $500 shopping spree.

As part of the initiative, all shoppers received tokens with a numbered code upon entering the three participating stores in Toronto. Using a computer at an in-store kiosk, customers typed in the code from their token. Each token was a winner and prizes included $5 off a minimum $20 purchase, $10 off a minimum $50 purchase, and discounts off purchases made at roots.com. Additionally, each participant was given five ballots to enter for a shot at the grand prize of a shopping spree.

“People have been lined up to use the kiosk and enter the contest,” says James Connell, Director of E-Commerce, Digital Marketing and New Media at Roots. “Based on the rate of redemption, I think the effort was successful.”

Tested only at Roots Central at the Toronto Eaton Centre, Roots Yorkdale, and the flagship store on Bloor St., the contest also served as a fun way to enhance the in-store shopping experience. It also helped attract thousands of more people to register their names and email addresses with Roots in order to automatically receive mailings about new products and new promotions at Roots.