Case Study
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Pre-Planning Consumer Promotions
Summary
Rogers Wireless Dealers were looking for an incentive to drive consumer purchases over the holidays in a competitive landscape flooded with offers and promotions.Business Challenge
Dealers are national therefore required an incentive premium which would be:1. Relevant to all consumers regardless of demographic (i.e. geographical location or taste)
2. Cost effective; preference was to purchase only what was required (difficult to forecast)
3. Business was seeking a new channel by which incremental sales may also be acquired
4. Reward had to be executed ‘on the spot’ to encourage instant / impulse sign ups
How Hbc Gift Cards Helped
Rogers Dealers worked with Hbc in advance of the Holidays on a 2 pronged approach to leverage upcoming December traffic:1. Set up ‘booths’ in Bay stores across Canada during 4 weekends in December; booths were staffed by Rogers Dealers; captured on the spot sign ups for wireless packages
2. Negotiated an insert with a coupon in the November Hbc Credit Card statement to drive traffic into Rogers Dealers locations
3. Rogers Dealers purchased custom Hbc Gift Cards to use as “gifts with purchase”
4. Relevant to all recipients as they were either shopping at the Bay at time of sign up and could use the gift card immediately OR were engaged Hbc shoppers who received a credit card statement which drove them to Rogers Dealer locations.
5. Hbc stores are national – 400 locations coast to coast (the Bay, Zellers and Home Outfitters)
Cards expired at the end of December; Rogers Dealers paid for redemptions only (minimum
purchase required).
