How to maximise consumer sales Case studies and tips from those in the market David Walsh – Group Retail Director One4All Federica Foldes - Gift Card Leader & International Gift coordinator Decathlon UK Joanna Rogers - Partner & Category Manager - JLP Marketing & Gift Cards Tom Lincoln – Head of Purchase M&S
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PRODUCT
EVOLUTION OF PRODUCT FROM CUSTOMER AND PARTNER FEEDBACK 2018 Rebrand and new B2C website 2017 E-gift launch 2016 New proposition 2015 Concept trial 2014 Transition from gift voucher to gift card
INNOVATION THROUGH EXPERIENTIAL
CHILDREN IN NEED PARTNERSHIP 2% donation on all Pudsey Gift Card sales
INNOVATION & EXPERIENCES OFFERS MORE OPPORTUNITIES
INNOVATION & EXPERIENCES OFFERS MORE OPPORTUNITIES
PRICE & PROMOTION
MAXIMISING MARKETING CHANNELS TO PROMOTE GIFT CARD
TARGETING KEY EVENTS ON DISPLAYS
MERGING LOCAL MARKETING & B2B(2C) MARKETING HELPED ENGAGE WITH STORES
SOCIAL PRICES IN LOCAL AND IDEAS OF PUSHING THE AVG. BASKET ON&OFF-LINE
MERGING LOCAL MARKETING & B2B MARKETING HELPED ENGAGE WITH STORES
PEOPLE
ENGAGEMENT WITH POST OFFICE BRANCHES ON A DEDICATED FACEBOOK GROUP
CELEBRATING TOP-PERFORMING POST OFFICE BRANCHES WITH CERTIFICATES & PUBLIC PRESENTATIONS
DRIVING IMPROVED SALES & ENGAGEMENT WITH POST OFFICE BRANCHES
ALLOWING STORES TO DESIGN THEIR OWN REGIONAL GIFT CARDS HAS BEEN A GREAT ENGAGEMENT TOOL
PLACEMENT & PHYSICAL ENVIRONMENT
TURNING THE CHALLENGE INTO OPPORTUNITY
Physical/Online Environment
MULTI IDEAS OF DISPLAYS PROMOTING GIFT CARDS AND PRODUCTS AT THE SAME TIME
PRE-PACKING & MERCHANDISING DISPLAYS GAVE TIME BACK TO OUR STORES AT A VERY BUSY TIME OF YEAR
MULTI PURPOSE DISPLAYS ALLOWS TO PROMOTE THE SERVICES AND SELL AT THE SAME TIME Detachable messaging that can change according to event
PROCESS
PRE-PACKING & MERCHANDISING DISPLAYS
PRE-PACKING & MERCHANDISING DISPLAYS GAVE TIME BACK TO OUR STORES AT A VERY BUSY TIME OF YEAR
QUESTIONS?
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