Unlock The Night deployed Street Teams in malls with Express store locations to provide people with keys, driving them in-store to take their chance at winning various prizes. For the inaugural program execution, a custom locker set was built, with each compartment containing either a “Level 1” prize ($5 off purchase), “Level 2” prize ($50 gift card), or “Level 3” prize ($500 gift card). Approximately 3,000 custom keys were built and distributed by EXPRESS brand ambassadors in Lenox Square November 16 through November 19, 2017.
“It definitely drove traffic into the store. Once the Express associates figured out the best way to capitalize on that traffic, it drove volume as well. The team exceeded their Next Loyalty goal because of Unlock The Night. On average, 20 people sign up for the loyalty program per day. On Saturday, associates signed up 105 people!” - Heather Wingfield, District Manager