Urban Store
Posted by Joël on July 8, 2006
Hi Joel, My name is Raul Gochez, Managing Director for Grupo Progressa in El Salvador. As background, we are the exclusive distributors for Converse, Everlast, K-Swiss, Lotto (100% soccer/tennis), Runic, our own brand with specializes in Sports apparel and accesories, just to name a few. We have our retail outlets called “URBAN STORE”. Essentially, I am looking for effective ideas to convert traffic, that are not necessarily about discounting price. We are re-launching our brand, but I need a more “in-your-face” activity, related to SMS, Internet, CD’s etc. Any thoughts?
This is a great question and there may be several promotional tactics you can use. Two key factors that will influence your decision is budget, of course, and your target market characteristics. While I can’t endeavor to answer these questions in this forum, a variety of promotional incentives are used to drive sales in a retail environment. Promotions such as sweepstakes, instant wins and scratch and wins are all effective ways of inciting purchase. Customers receive either an entry or chance to play and win when they purchase a product. They are all capable of being delivered via interactive media.
Website: Upon purchase, customers receive an online access code or PIN. Once registered (by entering name, address etc – thus building a database), registrants could enter into a sweepstakes, instant-win or chance game for the chance to win “must-have” prizes.
SMS: Upon purchase, customers receive a mobile short code which allows them to enter and/or play via their cell phone. Note that mobile promotions typically form part of a larger integrated promotion. Generally, access to a promotion is not exclusively mobile, but rather mobile and online (or other means.) Given the costs and time associated with set-up and integration of a mobile promotion, it may not be the right solution for you.
IVR (telephone interactive voice response): Upon purchase, customers can dial-in for the chance to win right on the spot. This is a great way to generate excitement right in your retail locations.
There are lots of options in retail promotion. Most are supported by Point of Purchase materials and other marketing activities. My advice to you would be to really think about your customer: what prizes would entice them? What game best suits them (i.e. instant prizes or chance to win higher-valued prizes)? Are they on their cell phone more than their home PC? Understanding the key characteristics of your target audience will aid your discussions with an interactive promotion provider.
