Promotions & consumer experience

Competition in today's consumer markets is intense, and many companies offer products with similar features and prices. At that moment a gift — a free bonus with the purchase — can be the deciding factor for the shopper.

A discount, the usual alternative to a gift, is not always noticeable or attractive — for example, with expensive products. A gift is noticeable and attractive in any case.

Besides motivating the purchase and boosting sales instantly, a gift also builds loyalty to the company or brand by creating positive emotions and associations.

Objectives and strategies

• Supporting sales at points of sale (including during seasonal dips);
• Switching consumers from competing brands to the Client's brands;
• Encouraging trial purchases;
• Up-selling — motivating the consumer to spend more, e.g. on a more expensive model of the same product or on added options and services;
• Cross-selling — motivating the consumer to buy products from other categories, first of all related products.

Coverage

Regions, stores and their number are chosen according to the sales objectives.

Mechanics

The consumer buys the promoted products, brings proof of purchase (packaging elements and/or receipt) to the gift desk and receives a guaranteed gift. The prize fund can be tiered by quantity, volume or value of the purchase.

Results

• Sales held at the target level during seasonal dips;
• Sales growth.