Promotions In The Retail Industry

In the retail industry, with the advent of largetie-ups, promotions and special shopping hours.
players like Shoppers' Stop and Pyramid earlier,Globus offers two different card categories, each
and Lifestyle and Globus more recently, the racewith it own benefits. A shopper gets a Privilege
has been to retain customer base. Thus loyaltycard on purchase of merchandise worth over RS.
programs for members were born. And to keep2000/- and a Globus Gold Card Membership on
up the enticement, new value additions arepurchases worth RS. 15000/-.
constantly sought and implemented. A look at twoDiscount offers and privileges at other leading
of such programs.outlets also can be availed of as part of the
Lifestyle - gathering loyalty around them Lifestylebenefits of tie-ups. Some promotional offers free
International (P) Ltd., cossets its loyal customersholiday package of 2 nights and 3 days on
by inviting them to be part of an exclusive circlepurchase of goods worth RS 5000/-A 4 night,
they call The Inner Circle.5-day free holiday package on purchase totaling
Membership to the circle can be obtained in twoRS 10000/- and above. For the above offers,
ways-by-purchasing merchandise worth 1500/- orwhere free stay extends to a couple and a child
by paying RS 150/-. The store also has freebelow 2 years, 22 national and 4 international
corporate membership programs with bigdestinations are up for grabs.
corporate like ICICI, Reliance Infocomm, etc. TheTargeting youth in a big way, Globus has specific
circle members are given membership cards,promos like Fashion remixes, Pizza hut offer etc.
which when presented at the billing counterThe former, conducted recently at all Globus retail
automatically earns privilege points. As for accrualstores in the country was very successful. The
of points, a member gets one point on everypromotion allowed participants to join the
purchase worth RS. 50/- So on purchase ofgrooming sessions by leading industry specialists. It
merchandise worth say 5000/- one gets 100also included free tips and vouchers from Dr.Gold
points. These points get accumulated and are sentGym, Anjali Mukherji's Health Total to name a
to the customer every quarter in the form of giftfew, etc. They were given expert advice on
vouchers. These vouchers can be used at variouspersonality, hair styling, skin care and clothes.
places with which Lifestyle has a tie-up, forFashion consultants helped them on fashion wear
example, Pizza Hut.and sartorial etiquette. Globus also organizes
BenefitsPrivilege points accumulated on theRampage, a fashion show to showcase the chain's
membership card translates into gift vouchers forlatest apparel range.
a host of items as also value adds like specialAdvertising the promotion Youth being the target
offers, discounts, exclusive movie screenings,focus, Globus uses the Internet and website very
special invites, get together events, and more.effectively for all the campaigns as it has always
Some of the pleasant surprises included specialgenerated a good response.
screening of the movies Kyun Ho Gaya Na andGlobus also actively participates in promotional
Spiderman. Tie-ups with Pizza Hut, Watertie-ups with the colleges for various events
Kingdom, etc. bring in their own set of benefits.through out the year. The mega store is also
Sometimes just stepping into a Lifestyle storeexploring the idea of using music channels in the
can fetch one a free cup of cappuchino coffee atnear future. Globus' extensive use of all kinds of
Qwiky's who have a presence within the store.media to communicate its message effectively
Some promotional offers For the holiday seasonhas included print, hoarding, radio, magazines and
Lifestyle has a new promotion in place - spend RSother promotional activities that are implemented
5000/- and get a gift voucher for RS 500/-from time to time in all the stores.
redeemable on luggage items in the store.Innovative advertising Spicing up a promotion
Another exclusive offer that ended recently gaveRadio Mirchi's hot new method of spreading
Circle members RS 100/- off on every visit toawareness about its breakfast channel Hello
HFX Beauty Lounge, the upscale, professionallyMumbai used an unlikely vehicle. The much talked
managed chain of salons in Mumbai. Earlier thisabout dabbawallahs, whose operations have been
year they had a promotion titled Style Vroom,the subject of study and example for many a
aimed at the youth.management student, and who also had their
It covered merchandise like handbags and apparelmoment of fame when Prince Charles visited
and also highlighted brands. Style tips and expertsIndia last year, became 'direct mailers' for the
gave advice. In September the outlet at Malad,channel!
Mumbai saw the launch of 'Indulgence', the 'studio'They carried, in an exercise spread over four
that has as its core, personalized hair and skindays, a dry red chili along with each of the over
treatment using products from French cosmetictwo lakh lunch dabbas they take to hungry
giant j.f.lazartique. Advertising the promotionsMumbaikars every day. An accompanying sticker
Hoarding and bus shelters are used a lot.proclaimed the message: 'For more spice tune into
A lot of pamphlets are printed as also mailers. ButHello Mumbai with RJ Harsh and get to know
apart from this, the store used an engagingwhat's hot in Mumbai.'
method of letting customers know of their latestThe exercise certainly grabbed the attention of
promotion in August. Along with little tricolor flags,the intended audience, going by the response in
honoring the Independence Day sentiment, theythe form of interest in the breakfast show and
also distributed small pennants proclaiming thefeedback from listeners. The creativity used as
upcoming discount or off sale, as they call it.well as the right timing (lunchtime is one time
Members are immediately rewarded forwhen people generally take a break and so are
purchases at any of the Globus stores, in additionreceptive to advertisements) contributed to the
to a host of other privileges such as exclusivesuccess of the venture.