| In the retail industry, with the advent
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| | special shopping hours. Globus offers two
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| of large players like Shoppers' Stop and
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| | different card categories, each with it
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| Pyramid earlier, and Lifestyle and Globus
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| | own benefits. A shopper gets a Privilege
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| more recently, the race has been to
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| | card on purchase of merchandise worth
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| retain customer base. Thus loyalty
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| | over RS. 2000/- and a Globus Gold Card
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| programs for members were born. And to
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| | Membership on purchases worth RS. 15000
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| keep up the enticement, new value
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| | -.
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| additions are constantly sought and
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| | Discount offers and privileges at other
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| implemented. A look at two of such
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| | leading outlets also can be availed of as
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| programs.
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| | part of the benefits of tie-ups. Some
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| Lifestyle - gathering loyalty around them
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| | promotional offers free holiday package
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| Lifestyle International (P) Ltd., cossets
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| | of 2 nights and 3 days on purchase of
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| its loyal customers by inviting them to
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| | goods worth RS 5000/-A 4 night, 5-day
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| be part of an exclusive circle they call
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| | free holiday package on purchase totaling
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| The Inner Circle.
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| | RS 10000/- and above. For the above
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| Membership to the circle can be obtained
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| | offers, where free stay extends to a
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| in two ways-by-purchasing merchandise
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| | couple and a child below 2 years, 22
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| worth 1500/- or by paying RS 150/-. The
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| | national and 4 international destinations
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| store also has free corporate membership
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| | are up for grabs.
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| programs with big corporate like ICICI,
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| | Targeting youth in a big way, Globus has
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| Reliance Infocomm, etc. The circle
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| | specific promos like Fashion remixes,
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| members are given membership cards, which
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| | Pizza hut offer etc. The former,
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| when presented at the billing counter
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| | conducted recently at all Globus retail
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| automatically earns privilege points. As
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| | stores in the country was very
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| for accrual of points, a member gets one
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| | successful. The promotion allowed
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| point on every purchase worth RS. 50/- So
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| | participants to join the grooming
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| on purchase of merchandise worth say 5000
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| | sessions by leading industry specialists.
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| - one gets 100 points. These points get
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| | It also included free tips and vouchers
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| accumulated and are sent to the customer
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| | from Dr.Gold Gym, Anjali Mukherji's
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| every quarter in the form of gift
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| | Health Total to name a few, etc. They
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| vouchers. These vouchers can be used at
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| | were given expert advice on personality,
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| various places with which Lifestyle has a
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| | hair styling, skin care and clothes.
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| tie-up, for example, Pizza Hut.
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| | Fashion consultants helped them on
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| BenefitsPrivilege points accumulated on
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| | fashion wear and sartorial etiquette.
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| the membership card translates into gift
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| | Globus also organizes Rampage, a fashion
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| vouchers for a host of items as also
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| | show to showcase the chain's latest
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| value adds like special offers,
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| | apparel range.
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| discounts, exclusive movie screenings,
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| | Advertising the promotion Youth being the
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| special invites, get together events, and
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| | target focus, Globus uses the Internet
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| more. Some of the pleasant surprises
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| | and website very effectively for all the
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| included special screening of the movies
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| | campaigns as it has always generated a
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| Kyun Ho Gaya Na and Spiderman. Tie-ups
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| | good response.
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| with Pizza Hut, Water Kingdom, etc. bring
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| | Globus also actively participates in
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| in their own set of benefits. Sometimes
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| | promotional tie-ups with the colleges for
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| just stepping into a Lifestyle store can
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| | various events through out the year. The
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| fetch one a free cup of cappuchino coffee
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| | mega store is also exploring the idea of
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| at Qwiky's who have a presence within the
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| | using music channels in the near future.
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| store.
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| | Globus' extensive use of all kinds of
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| Some promotional offers For the holiday
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| | media to communicate its message
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| season Lifestyle has a new promotion in
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| | effectively has included print, hoarding,
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| place - spend RS 5000/- and get a gift
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| | radio, magazines and other promotional
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| voucher for RS 500/- redeemable on
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| | activities that are implemented from time
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| luggage items in the store. Another
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| | to time in all the stores.
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| exclusive offer that ended recently gave
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| | Innovative advertising Spicing up a
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| Circle members RS 100/- off on every
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| | promotion Radio Mirchi's hot new method
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| visit to HFX Beauty Lounge, the upscale,
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| | of spreading awareness about its
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| professionally managed chain of salons in
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| | breakfast channel Hello Mumbai used an
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| Mumbai. Earlier this year they had a
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| | unlikely vehicle. The much talked about
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| promotion titled Style Vroom, aimed at
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| | dabbawallahs, whose operations have been
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| the youth.
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| | the subject of study and example for many
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| It covered merchandise like handbags and
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| | a management student, and who also had
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| apparel and also highlighted brands.
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| | their moment of fame when Prince Charles
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| Style tips and experts gave advice. In
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| | visited India last year, became 'direct
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| September the outlet at Malad, Mumbai saw
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| | mailers' for the channel!
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| the launch of 'Indulgence', the 'studio'
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| | They carried, in an exercise spread over
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| that has as its core, personalized hair
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| | four days, a dry red chili along with
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| and skin treatment using products from
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| | each of the over two lakh lunch dabbas
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| French cosmetic giant j.f.lazartique.
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| | they take to hungry Mumbaikars every day.
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| Advertising the promotions Hoarding and
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| | An accompanying sticker proclaimed the
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| bus shelters are used a lot.
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| | message: 'For more spice tune into Hello
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| A lot of pamphlets are printed as also
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| | Mumbai with RJ Harsh and get to know
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| mailers. But apart from this, the store
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| | what's hot in Mumbai.'
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| used an engaging method of letting
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| | The exercise certainly grabbed the
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| customers know of their latest promotion
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| | attention of the intended audience, going
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| in August. Along with little tricolor
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| | by the response in the form of interest
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| flags, honoring the Independence Day
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| | in the breakfast show and feedback from
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| sentiment, they also distributed small
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| | listeners. The creativity used as well as
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| pennants proclaiming the upcoming
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| | the right timing (lunchtime is one time
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| discount or off sale, as they call it.
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| | when people generally take a break and so
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| Members are immediately rewarded for
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| | are receptive to advertisements)
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| purchases at any of the Globus stores, in
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| | contributed to the success of the
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| addition to a host of other privileges
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| | venture.
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| such as exclusive tie-ups, promotions and
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