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Luxury vehicle brands create actionable sales leads with iPad
Mall Active, which gives advertisers the opportunity to influence their consumers at the point of purchase, has reported that Jaguar and the Range Rover Evogue have reported collectively over 1700 sales leads, over a six-month period using countrywide mall activations.
"These actionable leads were generated through one-on-one engagement between prospective buyers and our trained promoters," says Mall Active's Travis Brown. "Overall, the Jaguar activation ran in 11 malls and the Range Rover in 14."
Brown believes that the use of iPads at the activations contributed greatly to the overall success of the two campaigns. "With coding created by Cyberkinetics, six iPads were made available at the stands, four contained in-depth information on the specifications, features, colour options, availability, pricing and picture gallery of the vehicles and two were used by the brand ambassadors to generate sales leads.
"Engaging the senses"
"By using iPads, we were immediately able to email interested consumers the relevant brochures, book a test drive on the spot or arrange for a dealer in their area to contact them."
The shopping centres used were The Gateway Theatre of Shopping; Musgrave Centre; Brooklyn Mall; Menlyn, Woodlands Shopping Centres; Eastgate; Design Quarter; Melrose Arch; Sandton City; Hyde Park; Mimosa Mall; Waterfall; Vaal Mall; Somerset; Cavendish Square, V&A Waterfront and Canal Walk.
"Buying a luxury vehicle is not a decision that is taken lightly. Therefore the more accessible the vehicle is to the potential buyer the better informed he or she will be and the more comfortable they will be in making a final decision. Great mall activations are about engaging the senses and allowing the consumer, to see, feel, touch and engage with the brand," he concludes.
