Question

Topic: Advertising/PR

In Store Hypermarket Activations

Posted by Anonymous on 7/1/2011 at 5:47 AM ET 25 Points
OK, so i'm pitching for this client, a chain of hypermarkets all over the country that celebrates 10 years of existence. one of my routes is based on a claim that says "you are special" - meaning you, the customer. I'm looking for some ideas for in-store activations that can make you single persons or families feel special for a couple of minutes. besides this "i am special" feeling they will be rewarded with prizes of any kind... so? what do you say? any ideas?
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  • Posted on 7/2/2011 at 2:42 AM Accepted
    well this is a tough question.

    You can look out for the kind of customers you have. May be you can take out a list of customers who are with you for last 10 years and runa special sale / discount / gift for them. Exclusively for them. this will make them feel happy and privilagerd compare to the one who are not regular or just started buying from you.

    If you do not have any such customers database, then you have to got for a rationalise approach. Pass benefits to all customers. May be you can run a campaign like 10-10-10. 10 percent discount for up to 10 dollars shop for 10 days. I would not suggest to run a promotion like 10 winners wil win a trip. this will excite all your customers but will not give that experience to all of your customers which are aiming for.

    Just a new idea. You can run a campaign where in you can invite your customers to come and preare a dish of their choice by taking items from your store. this will encourage your customers to comde forward as this activity will become a fun time for them over the weekend and you can also organize some food festival to encourage all of your customers to participate and experience your services.

    Hope this will help

    Nishant Manchanda

  • Posted on 7/2/2011 at 3:06 AM Author
    well, yeah... but i am looking for some in store activities. surprising the customers, challenging them to bond with the brand, contests with prizes to be won on the spot. this kind of things. and making them feel special :) the database is not available, of course - couldn't have been that easy, right? and the cooking contest you suggested have been done at 5 years celebration.
  • Posted by Gary Bloomer on 7/2/2011 at 10:36 AM Accepted
    Telling a customer that "you are special" isn't enough.

    You've got to show them.

    How?

    Through personal shoppers, the ability to order groceries online and have them delivered free.

    It's about having staff that are well trained, staff that want to help customers find what they're looking for and get the best for them.

    Then there are free carry out services for older customers, or for moms to be, or for people that need extra help.

    Discount cards also help create loyalty—more so when the discounts can be used toward free groceries. How about prize draws to win a free week's worth of groceries? In store coupons available by e-mail that customers can print out and redeem in-store?

    So, don't tell, show.

    I hope this helps.

    Gary Bloomer
    The Direct Response Marketing Guy™
    Princeton, NJ, USA

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