| Title | ESHOP LIVETEST |
| Brand | POST LOGISTICS |
| Product/Service | POST / POSTAL SERVICE |
| Category |
C01. Use of Digital Platforms |
|
Entrant
|
LEO BURNETT SCHWEIZ Zürich, SWITZERLAND
|
|
Idea Creation
|
LEO BURNETT SCHWEIZ Zürich, SWITZERLAND
|
Credits
| Axel Eckstein |
Leo Burnett Schweiz AG |
Executive Creative Director |
| Christian Bircher |
Leo Burnett Schweiz AG |
Creative Director |
| Bastian Otter |
Leo Burnett Schweiz AG |
Copy Writer |
| Ilija Gautschi |
Leo Burnett Schweiz AG |
Art Director |
| Erasmo Palomba |
Leo Burnett Schweiz AG |
Agency Producer |
The Campaign
E-commerce decision-makers received an email with an offer they couldn't refuse: They could use the website to choose by which group they wanted to test their shop. The Shopping Queens. The Professional Hipsters. The Hobby Freaks. Or the Digital Moms. All they had to do then was agree a time and date online.
Campaign Success
Immediately afterwards, an expert from the Post analysed the initial results with the test participant. And he of course had the perfect solution for more user-friendliness at his fingertips: the Post's recipient-friendly services.
Describe the success of the promotion with both client and consumer including some quantifiable results
The results: email click rate – up by over 16%; registration quota – up by over 30%. And by the last day of the test one thing was already clear: the promotion had been a complete success. More than 90% of test participants said they would integrate the Post's service in their online shops now or in the near future.
The Post's eShop live test: guaranteed no flop.
Explain why the method of promotion was most relevant to the product or service
In recent years, the Post has invested a lot in making life easier for online shoppers. But there's a problem: many online shops have yet to integrate these services on their sites. We decided to change this by showing the operators of online shops what their customers really want. "Shop or Flop" was the world's first eShop live test. Online shops tested by genuine online shoppers recruited directly on the street.
After just seven days, all the appointments had been allotted: to 80 top Swiss decision-makers. A few days later, it was time to get down to business: the eShop live test went on air. All the participants could see for themselves how their online shops were relentlessly tested. From browsing via ordering and through to checkout.