Belk goes omnichannel for back-to-school

Belk Inc. looks like it has found a winner in a just-completed omnichannel back-to-school promotion.

Working with digital marketing provider HelloWorld, Belk allowed customers to both submit and vote on “looks” such as dorm room, game day and night out, created with Belk merchandise.

Customers could submit and vote on photos via the Belk website in July and August, with the winning looks from week to week featured in a shoppable gallery. About 598,000 votes were cast, with more than 705,000 sweepstakes entries earned for voting as well as taking polls, referring friends, and following the campaign on Twitter and Instagram.

In addition, 67% of participants opted in to hear more from Belk, while 44% of all entrants registered via mobile. And registered consumers drove repeat business, visiting the program an average of 5.32 times.

Prizes included gift cards and iPads.