Kodin Ykkönen's Yllätyspäivät -
multichannel sales campaign is a convincing success
Home furnishing chain Kodin Ykkönen holds its ten-day Yllätyspäivät sales events twice a year. Last autumn and this spring, customers were approached with a multichannel marketing campaign, part of which was the Yllatyspaivat.fi campaign website.
The goal was to get more customers, both into the stores and visiting the Kodin1.com Internet shop, and to increase public awareness of the Kodin1.com Internet shop.
The campaign began a couple of weeks ahead of the opening of the Yllatyspaivat event, and was divided into several phases.
The first phase raised expectations about the campaign. For instance, customers were approached using a catalogue, direct letter and e-mail newsletters. The upcoming event was also spotlighted on the Yllatyspaivat.fi website.
The opening day of the Yllatyspaivat event marked the start of phase two. Banner adverts in the press and on the Internet directed customers to the campaign website. Customers were also reminded about the opening by e-mail.
Throughout the Yllatyspaivat event, the campaign website told people about campaign products and special offers. Visitors were able to test out products by playing a furnishing game created for the campaign website.
The Yllatyspaivat campaign was backed in every phase by press adverts and prominent in-store advertising.