Introduction

Yas Mall is home to 2.5 million sq ft of retail and entertainment at the heart of Yas Island, Abu Dhabi. It serves as a gateway destination offering an unparalleled retail experience to local residents, tourists and international guests.

The well-connected mall is accessible, easy to navigate and boasts proactive customer service. Offering fashion, entertainment and dining, all under one roof, Yas Mall serves as a contemporary destination of wide avenues, all leading to a spacious and light social hub, an urban oasis known as Town Square.

Situation:

Yall Mall was too eager to communicate on-going offers & deals to prospect visitors and they clearly wanted to promote it. In order to do the same they had few deliverables in mind:

• Required result-oriented and ultraprecise database to harvest desired outcome.
• Send across captivating and catchy content to attract clients to take action.
• Willing to target explicit audience as per different campaign’s objective.
• Augment new footfalls & existing visitors’ recurrence.

Solution:

Yas Mall wanted to spread the word out to encourage prospects & existing visitors to visit Mall on regular basis, however, they were apprehensive about the kind of marketing platform to adopt that accomplish the goal of informing, stimulating, engaging, and ultimately increase footfalls.

Dataslices lent a hand to Yas Mall to attain their objective and recommended SMS marketing.

Few reasons why SMS marketing for Yas Mall:

Give VALUE – SMS database marketing is remarkably conversion optimized sub-set of mobile ads alleviates harvesting desired output.

Give SPEED - Text message is opened and viewed in less than 5 minutes after receipt and hence bulk SMS broadcast are trusted for meritoriously time sensitive delivery.

Give PRECISION – 160-character limit makes SMS marketing services a boon for brands and result into concise, clear and to-the-point without any waffle that targeted SMS audience unlike to read. 

The open rate of SMS is 98 percent compared with 22 percent for emails (Source: Venture Beat).

Text messages can be 8x more effective at engaging customers (Source: Cellit).

Mobile offers are redeemed 10x more frequently than print offers (Source: eMarketer).

Content Seeding & Profiling

Sample Message: Family Fun Offer (English) -  [01/06/2016]

Family fun. Wallet friendly! Get your Yas Waterworld Family Pass for only AED 180 per person. Limited availability. Visit yaswaterworld.com today. UNSUB 3537

Sample Message: Ramadan Offer - [14/06/2016]

This Ramadan the fun never ends. Visit Yas Waterworld, just AED 95 per person. Valid for UAE residents only. Yaswaterworld.com. UNSUB 3537

Profile:                

• Date: 01 / 06/2016  - 14 / 06/2016
• Age: 18  - 55 years
• Nationality: All Nationalities
• City: Abu Dhabi

Result:

SMS marketing ascertained as a workhorse & Yas Mall find it inexpensive, at the same time, highly result-oriented. Dataslices sent 100k SMS to the desired target audience across Abu Dhabi. There results were as follows:

• The campaign was highly successful, they achieved commendable result. 
• According to Yas Mall, the incoming inquires increased fourfold in just one month of time, in addition, the footfall from SMS campaign grew by 43% on a monthly basis.

Family Fun Offer

Ramadan Offer

The campaign ran by Dataslices was a great triumph for Yas Mall. The results were very impressive and yielded anticipated response from the market. The formula was simple; they didn’t ‘reinvent the wheel’, just met target audience where they were already active.