Case Study: Westfield Galleria at Roseville boosts shopper engagement by 20% with Kipsu's "Ask the Elf" texting campaign

How Westfield malls are sprinkling some holiday magic using Kipsu with the “Ask the Elf” initiative

Westfield Galleria at Roseville, the second-largest mall in Northern California, faced the seasonal challenge of serving heavier holiday traffic while making concierge communication more accessible and memorable than a busy guest services desk. Partnering with Kipsu, the mall adapted its "Answers on the Spot" texting service into a festive "Ask the Elf" campaign to handle directions, amenities questions, and gift requests via SMS and web chat.

Kipsu enabled a playful elf persona, trained concierge staff to deliver whimsical, personalized responses and gift recommendations, and adjusted out‑of‑hours messaging to match the theme. Rolled out to all Westfield locations in November 2018, the program produced rapid, personal replies that delighted shoppers, facilitated retailer-recommended gift ideas, and helped Westfield increase shopper engagement by an average of 20% in 2018.

Westfield Galleria at Roseville

Jeff Adams

Vice President of Guest Services