The Challenge:

Extend Dots’ fresh in-store sound to shoppers in new, complementary ways.

The Experience:

Recognizing Dots’ trendy, fashion-conscious shopper PlayNetwork developed a fun, top-40 based pop and R&B soundtrack designed to delight and inspire their ‘diva shoppers’. To capture the attention of Dots’ divas outside the store environment, PlayNetwork deployed a stylish web radio player for Dots’ website and Facebook page. Finally, to keep up with their on-the-go shoppers, PlayNetwork deployed a mobile coupon campaign to reach customers anywhere, anytime, and to drive shoppers in-store and online.

The Result:

By kick-starting a program that targets shoppers wherever they spend time, in-store, online, and on-device, an increasing number of fans now follow Dots for more than fashion deals. By forging a pop-culture connection via web radio, Dots engages thousands of online shoppers each month who listen for an average of 35 minutes. Dots’ buzz is amplified with the introduction of Tunes Tuesday and social media interaction about music, which has resulted in a 75% increase in web radio song plays. And in just 3 months of mobile campaigning, Dots has more than doubled their mobile database, and seen response rates as high as 4%! By extending a Dots-branded media experience across several touch points, Dots is top of mind with customers who enjoy hot and current entertainment. Enjoy Dots’ web radio here.

“PlayNetwork has been a trusted entertainment partner for years, which has encouraged us to expand our projects with them. They’ve been a huge help in getting us to rethink our mobile and social marketing strategies, providing compelling content to fuel communications and advice for improving results.”
- Jennifer Marrara
Marketing Manager, Dots