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The launch of the Gateway Imagine programme was a resounding success. During December and January we ran a massive acquisition campaign, recruiting consumers onto our database for further communication throughout the year. Gateway set us a target of 20 000 recruits during the 6 week campaign. In order to hit that target we had a team of promoters working in our Imagine promotional area for more or less 12 hours a day. Not only did we have a number of great prizes to give away, but we were also showcasing the use of biometrics – a first for any shopping centre in the country. The basic idea was that our promoters would interact with shoppers, and bring them back to the promotional area to be recruited. We then took down their basic information, and some contact details, so that we can get in touch with them in the future. www.imaginegateway.co.za
Next we used our biometric scanners to record their fingerprints, the idea being that rather than giving them a loyalty card, their fingerprint will be their access pass to the world of Imagine. So at the next event they attend, they won’t need a ticket, they simply arrive and place their finger on the scanner to gain entrance. Eventually customers will also be able to access special in-store offers and discounts by scanning their fingers when they pay for their purchases. By the end of the campaign we had roughly 20500 people on our database. Mission achieved. Now the rest of the programme begins. It promises to be a busy year, but all the latest news will feature on our iKineo blog.
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