How Michael Kors turned birthdays into a 649% ROI marketing campaign
One extra field on the WiFi sign-in form, a birthday treat as the incentive, and an API-triggered campaign behind it: Michael Kors turned guest WiFi into one of its most efficient revenue channels.
Campaign ROI
The return on the birthday campaign, at an average sale of €122
Leads in 12 months
Marketable records captured through the in-store WiFi journey
Shared their birthday
Of connecting guests provided their date of birth for a birthday treat
Campaign revenue
From 1,775 purchases triggered by the birthday email
The challenge
Michael Kors wanted to grow the number of guests opting in to marketing through the WiFi, and to turn those records into measurable online sales. The database was growing, but the brand wanted it growing faster, and working harder.
- Increase the number of guests opting in to remarketing
- Enrich CRM records with data worth acting on
- Drive online sales and total customer value from the database
The solution
The team added a single date of birth field to the WiFi sign-in form, with a line of text making the deal clear: share your birthday, opt in to marketing, and a birthday treat is yours.
Behind the form, an API integration passes records straight into the CRM and triggers the birthday campaign automatically: an email with a promotion, landing on the one day of the year customers feel like treating themselves.
- Date of birth field with a birthday-treat incentive on the sign-in form
- API integration passing records straight into the CRM
- Automatically triggered birthday email with a promotion
The results
In the year the incentive launched, Michael Kors captured 20,399 new opt-ins, a 21% increase on the comparable year. 87% of guests provided their date of birth, putting 17,747 people into the birthday campaign.
The campaign converted at 10%: 1,775 purchases at an average sale of €122, over €216,000 in revenue and a 649% ROI. Across 12 months the WiFi channel generated 32k leads, with 14% converting to the loyalty program.
- 20,399 new opt-ins in a year, up 21% year on year
- 87% of guests shared their date of birth, with 17,747 birthday emails sent
- Over €216,000 in revenue at 649% ROI, with 14% of leads converting to loyalty
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