Real-time data specialist TAAP gives Brent Cross shoppers a million reasons to cheer on England this summer, with a unique PDA-based competition – and more!

Love football or hate it, there’s something for everyone during Brent Cross Shopping Centre’s World Cup 2006 marketing campaign. Powered by TAAP’s unique real-time data capture software, this high-profile event could build up to a fantastic £1,000,000 prize draw.

Based on specialist TAAP’s innovative OnTAAP DataCapture application, the PDA-based market research competition is the main attraction in the ‘Brent Cross World Cup Bonanza’ being held at the shopping centre this summer that includes huge screens showing all the major games, loads of activities for kids, and even ‘Footballer’s Wives’ locker room pampering sessions for any ladies happy to miss out on some of the on-field action.

Working with CreatorMail as strategic partners TAAP were asked to help support a promotional campaign with a world cup theme that would be sure to attract shoppers and football fans alike to the centre for the duration of the tournament.

The free competition, which takes just 60 seconds to enter, only requires shoppers aged 18 and over to visit a booth at Brent Cross and provide a few personal details and answer some simple questions – TAAP’s innovative data capture technology does the rest.

Promotions staff at the booth record shoppers’ contact details, and their main reasons for visiting Brent Cross, including the types of stores, restaurants and other attractions they enjoy the most. Once this data has been captured by PDAs loaded with TAAP applications, the shopper can choose to enter the £1,000,000 prize draw. A dynamic SMS service provided by TAAP is also triggered on completion, allowing Brent Cross to dynamically send a different retail discount or special offer directly to each shopper daily, with no need for further human intervention. TAAP’s real-time data applications are fast and efficient, which means shoppers aren’t turned off by queues at booths and lengthy pen-and-paper form filling.

Steve Higgon, CEO for TAAP explained further: “TAAP’s data capture and dynamic SMS applications enable individual retailers at Brent Cross to drive custom. Stores can send targeted promotions to prospective shoppers that have already expressed an interest in the type of goods they are marketing. It’s an excellent campaign, because shoppers not only enjoy the whole World Cup experience and have the chance to win £1,000,000, but are also rewarded for providing valuable information about their shopping habits with money-off promos and free gifts.”

For example, on 6th June, the launch day for prize draw entries, Costa Coffee cut 10 per cent of the price of total bills for any competition entrants quoting the name of a particular 1966 World Cup winning England star in its store. Many other retailers have also now become similarly involved, including Austin Reed, Molton Brown, Rigby & Peller, and Toni & Guy. TAAP’s intelligent data capture system will allow all this data to be used not only for this promotion, but for future Brent Cross campaigns too. An opt-in / opt-out data protection qualifying question ensures that retail outlets will be able to tailor future offers directly to the most appropriate customers based upon their competition answers, rather than resorting to unpopular blanket marketing techniques.

Tom Nathan, general manager for Brent Cross shopping centre said: ”We’re very excited about this compelling World Cup promotion, which really does give our shoppers a million reasons to cheer on England, whether they love football or hate football. We hope we’re providing something to attract all kinds of visitors to the centre, whether they’re big football fans or not. Thanks to these promotions, we are then able use TAAP’s mobile data capture solution to record customer details in real-time, and use dynamic SMS promotions to rapidly route the right people to the right retailers.”

About TAAP
Established in 2003, TAAP develops tools that help forward-thinking businesses capture, analyse and distribute data quickly and accurately. It provides mobile applications that enable efficient transactions in mobile environments. All TAAP products and services are straightforward to use across a broad range of mobile devices. Customers from all business sectors can be up and running quickly and easily with minimal training. In addition, a number of customised out-of-the box products have been developed to resolve specific industry issues in the automotive, property, field marketing and events sectors. These produce measurable returns on investment. TAAP boasts an impressive portfolio of customers including Chevrolet, Fiat, Galliard Homes, Krispy Kreme Doughnuts and Vauxhall.
www.ontaap.com

About Brent Cross Shopping Centre
Brent Cross was the first large enclosed shopping centre to be built in the UK. For more than thirty years it has been at the heart of the community, meeting the shopping needs of the 7 million people who live within its catchment area. John Lewis, Fenwick, Marks & Spencer, Boots, WH Smith, Dixons (Currys.digital), Mothercare, Russell & Bromley and Benetton are just some of the shops which have been at Brent Cross throughout its history. Recent new store openings include Rigby & Peller, Office, Apple and Timberland, with more in store later in 2006. Brent Cross is owned by Hammerson and Standard Life Investments UK Shopping Centre Trust.
www.brentcross.co.uk/

About CreatorMail
CreatorMail is a new approach to email marketing. Designed specifically to promote and protect brands online, CreatorMail is a start-to-finish email campaign management system, which lets you create, send and measure your own professional email marketing campaigns from your desktop.
www.creatormail.com

For more details, photography or an interview, please contact:
Annie Kasmai or Dave Wilby
Prompt Communications on behalf of TAAP
Tel : 020 8996 1652 / Out of hours: 07780 687813
akasmai@prompt-communications.com / dwilby@prompt-communications.com

Published on: 12:00AM on 19th June 2006