Our brief was to come up with a way to reward BCF’s high-value club members and stimulate sales. Instead of finding off-the-shelf promo items and slapping a logo on them, we invented our own.

Like most big retailers, one of BCF’s business issues is getting customers spending more at times when sales are traditionally down. We created You-Wish-Fish as a promotional item where customers had to spend over $50 to get the item free.

An EDM featuring a video/product demonstration was sent to BCF Club members on a Friday to stimulate sales on the weekend.

The nature of the product created user-generated content for the BCF brand. Customers shared their You-Wish-Fish photos on social media providing a unique opportunity for the BCF brand to share a joke with customers and the wider community.

The sales promotion targeted BCF Club Members in specific locations so we could measure the success of You-Wish-Fish as a sales promotion and its popularity as a product.

By targeting BCF Club Members, we were able to link the membership numbers of customers who received the promotional EDM, to sales results in store when they used their membership cards at the till.

The EDM open rate was 22.81%. The click through rate to watch the product demo video from that group was 14.95%.

A ratio of one in 228.3 club members who were sent the EDM, reacted to the campaign (opened the email) and came into store. Those customers spent an average of $94.46 exceeding the average basket value of $88 by 7.34%.