Admark’s Weblog

Posts Tagged ‘Promotions

Okay, the confession must go first. I intended to do a lot of shopping for the upcoming storm gathering at our B-School (read as the tête-a-tête with the corporates). Fortuitously I found a big sale at the local Shoppers Stop. Now don’t ask me whether the Shoppers should have an apostrophe after the letter r. Coming to the point what is the relation between big sale times and loyalty cards ?

Usually the malls have this signature time when they announce upto X% off, and these are the times they experience a truck load of footfalls in their stores. When I went to Shoppers Stop I found indeed that was the case. There were lines of shirts and trousers on sale but alas the items, I guess, were those which were not moving off the shelves like hot pancakes. Anyway that is my own individual impression. At the billing counter there were serpentine queues with people lined up with their purchases as if they have been rewarded in a treasure hunt.

Big sale times are those when the average bill size per customer shoots up. My guesstimate would be by at least 10 – 15 %. Please note its a guesstimate.

So when such a customer comes to the counter with a larger-than-usual bill size, that is the time to push your loyalty cards. Wham-bam-done. There you go.

Imagine my bill is Rs. 5000. I would not mind paying Rs. 168 charge for a loyalty card during that time. My propensity to reject this offering is nil. Run the numbers – is it 3.36%. I would never mind this.

Pourquoi you ask – as they say 168 is a very small number compared to 5000 that I am spending. So my argument is push those loyalty cards in these big sale times. There is a caveat. Ask someone from the company to look at the loyalty card membership form and ask them to fill it. It takes a horrendous amount of time to look first and fill.

For a customer filling this form just ask their identity sources – the modern ones. Typically that would be name and e-mail. THAT’S IT.This way those standing behind the customer who is filling up this form would not fume.

Over subsequent e-mail elicit the other information that you want. And don’t just push the cards because you have to and don’t ask for mobile numbers (from younger people especially) just because they are prone to change.



PS – Yeah yeah you guessed it right – I got a card too 🙂 The name and e-mail ID has now become the usual practice for New Generation websites to sign up new users. Its comfortable and hassle free and you don’t need to fill in lots of details like “secret password question”, blaah blaah blooo bloo.