ROS ‘Super Thursday’ Special Interview
Super Thursday is a campaign implemented by ROS across its entire portfolio, which has proven time and again to be a smashing success. The appeal? Extraordinary additional discounts on great brands one Thursday a month. To uncover the magic behind Super Thursday, we spoke with Rute Rodrigues, Marketing Manager at Designer Outlet Algarve; Edit Ember, Marketing Manager at M3 Outlet Polgár; and Sara Gao, Marketing Manager at La Torre Outlet Zaragoza
What specific changes have you observed in your centre's performance since the launch of Super Thursday?
Sara Gao: Since the launch of our monthly Super Thursday campaign, we've seen a remarkable surge in both sales and traffic on these special days. It’s truly been a game-changer! For instance, during Super Thursday in May 2024, we recorded a staggering 188% increase in visitor numbers and an impressive 331% boost in turnover compared to the previous Thursday. These results highlight just how much our customers love the added value and excitement that Super Thursday brings to their shopping experience.
Rute Rodrigues: The Super Thursday campaign at Designer Outlet Algarve has demonstrated extraordinary growth compared to the previous year. Sales on Super Thursdays have seen a significant increase in turnover increasing by up to 44% compared to the same campaigns last year. Exclusive promotions and attractive deals have encouraged customers to make larger purchases, taking full advantage of additional discounts and special offers.
Additionally, footfall during Super Thursday has grown substantially. On average, traffic has increased by approximately 53% compared to last year's campaigns, highlighting the success of the initiative in attracting more shoppers, both locals and tourists. These positive results have revitalized the outlet, creating a virtuous cycle of increased footfall and rising sales.
Edit Ember: For M3 Outlet Polgár, the Super Thursday has been a huge success since it was first launched in October 2023. At the time, the campaign brought an impressive average increase of +32.13% in sales compared to regular Thursdays, far exceeding the results from the previous year. On an annual level, the centre achieved a remarkable +24.5% increase in sales compared to 2022, with a conversion rate soaring to 120%, well above the centre's average of 89%.
Looking at 2024, the impact of Super Thursdays continues to grow stronger. We're now seeing an average sales boost of +47.8% on these special days. Year-to-date, the centre's conversion rate has reached an impressive 135%, compared to the average of 94%. These numbers highlight the enduring appeal and effectiveness of Super Thursday in driving both engagement and sales at M3 Outlet Polgár.
In your view, what elements of Super Thursday have struck a chord with your customer base? How do customer expectations and shopping habits influence the success of the campaign at your centre?
Rute Rodrigues: Several key elements of Super Thursday have resonated strongly with our customer base. First and foremost, the exclusive discounts and limited-time offers have been a major draw. Customers appreciate the opportunity to access additional savings beyondour regular deals, which creates a sense of urgency and excitement around the event.
The timing is also key—Thursday is ideal for shoppers who want to avoid weekend crowds but still enjoy great deals. As for customer expectations, they’re increasingly looking for both savings and a positive shopping experience, and Super Thursday delivers on both. The added value of exclusive promotions taps into their desire for something beyond just discounts, making it a highly anticipated event.
We’ve also noticed that many customers now plan their visits specifically around Super Thursday, which has driven consistent traffic and sales growth. Meeting their demand for timely, relevant offers and a unique shopping experience has been essential to the campaign’s ongoing success.
Edit Ember: Understanding customer expectations and shopping habits is key to creating offers that truly resonate and reach the right customer groups. Shoppers love a good deal, and they’ve come to expect special promotions—which is exactly what Super Thursday delivers. As more brands join in with incredible offers, they’re seeing firsthand the impact and success of this campaign. The response has been overwhelmingly positive, not just from our customers who are thrilled with the savings, but also from the stores, which are excited to be part of such a winning initiative.
Sara Gao: The main element is unbeatable offers and discounts that make our offers even more irresistible. In a market where fast-fashion brands and online stores have been winning over shoppers for years, it’s crucial to stand out with both quality and price. Super Thursday is our way of turning the tide, offering deals that not only draw attention but also convince customers that in-store shopping is still the best way to find both value and quality.
What makes it stand out compared to other discount-driven campaigns?
Edit Ember: Super Thursday’s one-day-only promotions create a sense of urgency that shoppers simply can’t resist. Knowing that these special deals are available for just one day drives customers to act quickly because they feel the discount is too good to pass up. The exclusivity of these offers not only boosts immediate sales but also leaves a lasting impression—when customers have a positive experience during Super Thursday, they’re much more likely to return for future events, strengthening their customer loyalty.
Another factor in the campaign's success is its timing. Holding Super Thursday on a weekday means customers can enjoy great deals without the usual weekend crowds, making it a more convenient and relaxed shopping experience.
Rute Rodrigues: Super Thursday stands out from other discount campaigns through its mix of exclusivity, timing, and a unique shopping experience. Ad Edit already mentioned, Super Thursday offers limited-time deals on a specific day, creating a sense of urgency and excitement that drives customers to plan their visits around the event. Hosting Super Thursday on a Thursday adds to its appeal, providing a more relaxed midweek shopping experience.
Combined with the high-quality experience at our outlets, Super Thursday is more than just a discount-driven campaign—it’s an event our customers look forward to.
Sara Gao: Frequency is a key factor. The fact that it is a monthly recurring promotion means that customers are loyal and remember that Super Thursday takes place at the end of every month. Once our customers get used to the promotion, our footfall and turnover figures improve year on year.
How do you prepare for and execute a successful Super Thursday campaign each month?
Rute Rodrigues: To ensure each Super Thursday campaign is successful, we follow a strategic preparation process that emphasizes planning and execution.
Coordination with Brands: We communicate early with our brands to secure exclusive offers and discounts for Super Thursday, ensuring customers have access to unique deals.
Marketing and Promotion: In the weeks leading up to the event, we launch a comprehensive marketing campaign that includes targeted email newsletters, social media posts, in-store signage, and digital ads to generate excitement and awareness, highlighting specific brands with appealing offers.
Customer Engagement: Engaging with shoppers is crucial. We utilize loyalty programmes to send personalized offers and reminders, creating exclusivity through member-only deals and early access to promotions.
Operational Readiness: On the day of the event, we prepare our staff and stores to handle increased foot traffic with additional staffing and enhanced customer service, ensuring stores are well-stocked and ready to deliver a great experience.
Post-Event Analysis: After each Super Thursday, we review performance data and customer feedback to identify successes and areas for improvement, allowing us to refine future campaigns.
Edit Ember: The success of the campaign largely depends on proper preparation. We prioritize close collaboration with our tenant partners, ensuring efficient communication.
It's vital that our offers are not only clear and attractive but also compellingly presented. A strong call-to-action, like 'Don’t miss out!' generates immediate interest and encourages customer engagement.
Implementing campaigns effectively relies on adhering to a well-structured plan. A detailed campaign schedule is essential to keep everything on track. Timely execution and constant monitoring are crucial to ensure we meet our goals and make any necessary adjustments along the way.
Sara Gao: Each time we approach Super Thursday week, we create a dedicated event on our website that showcases all the offers with consistent and eye-catching creative elements. Our advertising strategy spans both online and offline channels to maximize reach.
We run radio spots on major stations, organize a Brand Day with key digital media outlets, and execute targeted ad campaigns on Facebook and Instagram. Additionally, we leverage our newsletter to connect with over 30,000 leads, ensuring they’re informed about the exciting offers.
On-site, we enhance visibility with promotional materials displayed on kiosks, directories, projectors, and large-format screens. This comprehensive approach ensures that our messaging is cohesive and engaging across all platforms, driving awareness and excitement for Super Thursday.