On May 18th from 6pm-9pm, VIP shoppers with a household income over $100K that live within 40 miles of Woodbury Common were invited to experience a night of luxury with participating retailers.
Attendees received free preferred parking, a swag bag, text & shop bag pick up service, exclusive discounts and in-store activations.
Participating retailers included: Armani, Bally, Bottega Veneta, Breitling, Brioni, Brunello Cucinelli, Canali, Chloe, D&G, Dunhill, Zegna, Escada, Jimmy Choo, La Perla, Le Creuset, Marni, MaxMara, Movado, Neiman Marcus Last Call, Oscar de la Renta, Paul Smith, Prada, Ralph Lauren, Roberto Cavalli, TAG Heuer and Wolford.
New retailers who participated included: Baldinini, Eredi Pisano, Givenchy, Hickey Freeman, Lalique, Perrin Paris and Loewe.
Thirty invitations were printed for each participating luxury retailer to share with clients. Retailers were given one black & one white balloon to help guide invited shoppers to participating retailers.
Retailers were each given two complimentary valet passes to share with top clients that evening for a return visit.
The Experience Luxury email reached over 26,000 VIP shopper members with over 155 RSVPs. Retailer clienteling efforts produced an additional 40+ RSVPs.
The event created awareness & reminders to VIP shoppers about luxury cache & brands located at Woodbury Common.
The event gave an outlet for luxury retailers to participate in a local event given corporate constraints & exclusive brand participation.
There was positive feedback on reach and the actual pilot luxury event from all retailers. All reported that they are interested in being included in the October luxury shopping event.
"Clienteling resulted in 10% attendance and 100% purchase rates from our shoppers. Over $3K in sales was generated from the attendees of the event." – Neiman Marcus Last Call
"Over $40K in sales were generated on the day of the Experience Luxury event. Sales exceeded 2016 Black Friday sales!" – Ralph Lauren
"Sales were close to $40K which is more than what was generated on Saturday of Memorial Day weekend." – Bally
"The event was a huge success. The traffic the event generated coupled with our grand reopening event increased sales as over 40 complete suits were sold that evening." – Hickey Freeman
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