Bestseller Raises a Toast with the 6th Edition of Super Saturday
by EVENTFAQS Bureau Marketing | June 12, 2017 | News
Toast Events ONLY Vero Moda
The moment much awaited by shoppers across the country finally came as Bestseller India presented the 6th edition of its famous Super Saturday. The property has grown leaps and folds over the years, and has today become a landmark event for shoppers across the country to come and experience the shopping frenzy as they buy garments and accessories from brands like Jack n Jones, Vero Moda and ONLY at flat 60% off. The highly-anticipated events were held across 3 cities – May 27 in Mumbai, and on June 3 in Bangalore and Delhi simultaneously.
Changing the offering each year and inviting more and more consumers to come and be part of the Super Saturday experience, Toast Events was presented the mandate for conceptualising and executing the events.
Bestseller along with Toast events came up with a campaign that was extremely successful and saw a remarkable increase in sales and customers compared to previous years. Coining the concept of ‘Super Saturday 100% off', the idea behind it was to add to the flat 60% discount, wherein customers could avail gift vouchers equivalent to their purchase value, redeemable against later purchases. Which meant customers that shopped worth 20,000 got Gift vouchers worth 20,000.
Toast events orchestrated the end to end production of the shopping extravaganza, from promotions, logistics, fabrication security, crowd management & refreshments. The agency was also responsible for creating buzz and hype on social media. This year the 18-hour sale saw excited shoppers queue up as early as 2 a.m in the morning.
In Delhi and Bangalore, the agency ran bar and restaurant promotions all over the city targeting the right group for Super Saturday. This was structured to enhance the footfall for the shopping fest, and the conversion rate turned out to be a huge success. Toast placed promoters in all the venues and handed out Golden bands to people who were given priority entry to the store.
Giving shoppers immediate access to the store with the Golden ticket (priority entry) & Facebook coupon (Express entry), was a huge success yet again. Setting a record, 2017 sold the highest number of Golden tickets, breaking the record set over the last six years.
To complement the shopping experience, the crowds were kept entertained by a DJ who set the mood with upbeat music and an anchor who engaged the crowd in dancing, singing and other activities allowing people to jump the queue.
Commenting on the event, Krutekka Machado, Toast Events said, “I’ve never quite seen anything of this magnitude in India. The entire journey from inception to working on it on the ground, executing the promotional activities and actually reaching out to people and seeing them queue up as early at 1 am left me flabbergasted. The main joy is when you see those customers walking out elated and that odd smile in your direction, that makes all the long hours and effort worth it. The love people have for the brand is evident. We can only see this growing in the years to come. Looking forward to the next edition.”
Karan Kapoor, Head - Operations, Toast Events said, “It has been an amazing journey through the years with Bestseller, creating new platforms to boost brand image and sales. Over the years Super Saturday has been their key project in terms of numbers and this year they struck gold! We were ecstatic to be part of the project, the long hours through setup and event to keep the sale going and customers entertained!”
Toast Events was presented the mandate for conceptualising and executing the events.