Photojojo "Jumpstarts" the Holiday Shopping Season

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Customer Strategy
Marketing
From Black Friday to Cyber Monday, the past week has been filled with nothing but advertisements and promotions galore. Fifty percent off this, 25 percent off that--it's enough to make your head spin! But for Photojojo, the photography fanatic's online destination, garnering attention was not just a gimmick. It was borderline genius.

From Black Friday to Cyber Monday, the past week has been filled with nothing but advertisements and promotions galore. Fifty percent off this, 25 percent off that--it's enough to make your head spin! But for Photojojo, the photography fanatic's online destination, garnering attention was not just a gimmick. It was borderline genius.On Black Friday, while many consumers were fighting for the best deals of the season, Photojojo decided to tap into the social sphere by encouraging fans and followers to visit its mobile website. Each post and tweet piqued my curiosity more and more, and after the umpteenth retweet, I needed to know what the company's other customers were raving about.

With smartphone in hand, I went to Photojojo's main storefront and discovered the most innovative and engaging promotion I've ever encountered. You see, Photojojo sells a vast number of gadgets, including add-on camera lenses for Apple and Android devices, as well as an online course dedicated to iPhone and Android photography. To obtain discounts on the hottest products and upcoming classes in the Photojojo store, customers were required to hold onto their phones and jump, for each device has the ability to detect such movements. After a certain number of jumps, a new deal would appear on the screen. If it was of interest, the consumer need only claim the deal and proceed to the checkout. Otherwise, users could easily pass and continue to jump until the next offer appeared. The more jumps, the better the deals.

Though simple, Photojojo's strategy took advantage of numerous emerging channels--channels the company's customers frequent regularly--in order to increase engagement and boost sales, all from the comfort of the consumer's smartphone. By using social media to generate buzz and tap into what consumers were already saying, Photojojo encouraged and facilitated word-of-mouth across its social networks, while its use of mobile offered an interactive way to make the shopping experience fun and interesting through gamification. The site's overall jump counter was also an easy way to measure and demonstrate the level of customer engagement in real time. Though currently rare, the tactics behind this promotion surely offer a brief, but promising, glimpse into the engagement, marketing, and sales strategies of the future.

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