DEFINE TARGET: internet users with high intention to buy luxury goods and willing to establish a relationship with the brand inside profiled opt-in databases. ATTRACT USERS WITH TARGETED INITIATIVES: an attractive and customised offer received in the right time within the consumer evaluation and decision-making process for Christmas and Saint Valentine gifts, attracting them via contest with appealing prizes MEDIA: users attracted via direct emailing, sponsored newsletters, banners on in-target websites and in-store materials. ANALYSE RESULTS: prove initiative success quantifying profiled leads, in-store visits and sales.

The activity was implemented to get precise redemption results, obtained through:-Number of sent emails-Contacts generated-Forms filled in / profiled opt-in list-In-store visits -Sales-To collect a profiled leads-list for future customer relations marketingactivities.-Coupon/Fax: on line vs in-store.ON-LINE FORMS:-Filled in via web: 8,234Presented in-store/visits: 464 (5.63% conversion)Sales: 257 (3.12% conversion)In-Store visits with info-request: 207 (2.51% conversion)OFF-LINE:Profiling Coupons Distributed: 350.000Filled-in/visits: 2.623 (0.74% conversion).Sales: 2.054 (0.58% conversion).In-Store info-request: 569 (0.16% conversion)TOTAL RESULTS:-Leads generated: 10,857-In-store visits: 3,087-Sales: 2,311Info request: 776