gift

Effectiveness of Gift with Purchase, and How to Execute

Gift with purchase is one of the more effective marketing tactics that companies use. Who doesn’t love “free” items? It’s a great way to up-sell customers, or get them to your site and/or in the door to purchase an item. We’ve all seen the promotional offers of “with a $75 purchase, you will receive a free (insert product here)! So as a customer is checking out, and they are only $5 away from that free item, most of the time they will go back and purchase additional products to get that freebie.

The most important part is to pick the right product to advertise as your gift with purchase. As a business, you should know your clientele best and what will entice them. You also want to keep in mind that this complimentary product should support and improve your business. For example, DSW came out with a promotion that you receive a free virtual DSWreality headset with purchase of any women’s, men’s or kids’ New Balance shoes. In this partnership (DSW and New Balance) they are targeting a specific clientele; active wear and those interested in an active lifestyle, but also appealing to the new generation of the electronic world with the Virtual Reality Headset. Other companies such as Victoria Secret, were recently giving away a free tote bag with any $75 purchase.

Once you’ve established the ideal product, next is to pick the right time. Some business choose to promote these offers during their busy seasons; holiday shopping, back to school, etc to help increase their sales. But if you’re a company that does really well during those times, why give free items to consumers who are already going to be purchasing? Offering gift with purchase during your slower season, will help increase your business because you’re giving consumers an extra incentive to buy.

Now you have your product and when you’re going to advertise, the next step is how to properly market and execute the promotion. The most important step here is to make sure inventory_managementthat you have enough inventory. There is nothing worse than a dissatisfied client, and even though the item might be free, this might have been the sole cause of the initial purchase. This is an important step where your fulfillment company can help. Fulfillment Plus Inc. can help you plan how much you need, and make sure it gets shipped quickly and efficiently.

In addition to ensuring there is enough product, it’s also important to market it accurately. You want to make sure that the directions are very clear, and that it’s stated “while products last”. Other details to include are how long the offer is valid for, and exactly what the consumer needs to obtain the gift with purchase. Another aspect in marketing your product is the packaging and branding, this can make all the difference between a successful campaign vs a failed campaign. A good idea is to include your branding or something that will remind the consumer of where they received the free gift so they will be a repeat customer!

Finally, if you employ a sales staff, offering sales incentives or employee incentives are very popular during the 1st and 2nd quarter of the year. Now would be a great time to time to plan for 2018. These campaigns are used to incentivize employees/sales people to strive to hit personal goals and beyond in order to achieve a certain prize being offered on an internal intranet that only employees can see. This can be as simple or as complex as you like.

Everyone loves a good competition and employees (especially sales people) love the thrill of the chase and the satisfaction of achieving business goals.

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