PROMOTION CASE STUDY…
Game Promotion Delivers Results for
Customer’s Electronic Loyalty Program
Piggly Wiggly’s customer rewards loyalty program,
GREENBAX, has evolved over a 50-year period from a traditional stamp program
to a complete “paperless” system.
The program provides Piggly Wiggly shoppers strong value with an
earning/redemption network that spans not only their stores, but also
hundreds of restaurants, theaters, dry cleaners, shopping malls, theme
parks and on-line retailers.
.
·
Piggly
Wiggly reported strong results against their stated objectives: Promotion delivered with… New customers “sign ups” for the rewards
card, educated shoppers on improved “paperless” accrual system, and increased
traffic and sales at the broad network of associated retailers in the
program.
·
Top-level
prizes were major denominations of “GREENBAX”, expressed in “purchase power”
language:
Win 50,000 Books of GREENBAX…enough to buy a Hummer! Plus Informational” panels on the tickets
featured a variety of “did you know” fast facts about the GREENBAX
program. Non-winning tickets encouraged
customers to redeem their accumulated GREENBAX at check-out for FREE store
product. Every available feature in the game was designed to contribute to
getting the targeted results.
·
Employee 800# Game: The
education agenda continued with a 13-week Q & A sweepstakes for employees. Each week a “fact card” was provided to
employees and an 800# to call. If the
caller got the question correct, they earned an entry for that week’s drawing.
Ten winners were selected each week to win GREENBAX prizes with a $75 value.
·
Our
Role: Developed concept/provided format recommendation, developed game ticket graphics,
game ticket layout, 800# development and management, game administration from
Official Rules through winner fulfillment and security print production of game
tickets.
www.pulsepointpromotions.com