Prospecting: Crocs Partners With Daily-Deal Site to Find New Customers

Cross-channel footwear retailer Crocs offered a companywide discount — a first for the brand — to kick off its recently signed marketing and distribution partnership with The Dealmap, a localized daily-deal website. Beginning on Friday, Oct. 22 and running through Sunday, Oct. 24, consumers could get a coupon for 30 percent off Crocs products from The Dealmap's website or mobile apps.

Crocs made its offer available via The Dealmap's multiple channels, including its mobile and social applications, website, emails, and partner sites, in an effort to reach as many customers and prospects as possible. Crocs also introduced a geolocation marketing component to the campaign: consumers who downloaded The Dealmap's app on their iPhone or Android smartphone could search for nearby Crocs retail locations, as well as have alerts sent to them about the discount when they were close to a Crocs store.

In all, more than 400,000 consumers received daily deal updates from Crocs via The Dealmap's email and social media programs, and more than 300,000 people downloaded its mobile applications.

Again, trying to expand the reach of the campaign, the 30 percent off coupon was redeemable at all Crocs-owned stores, outlets or kiosks, as well as its e-commerce website. To redeem the discount in-store, customers printed out the coupon or showed it on their mobile device to the cashier. Customers redeeming the coupon online entered the promotion code "DEALMAP30" at checkout.

"For its first cross-channel, storewide promotion, Crocs tracked print, mobile and online coupon redemptions," says Dan Visnick, The Dealmap's vice president of marketing. "Of the people who viewed the coupon page, 5.4 percent went and made a purchase in-store. Additionally, 7.1 percent of people who viewed the coupon page on a mobile device made a purchase, either in-store using their mobile coupon or online through their mobile device."