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On a Thanksgiving Day, I went to Blockbuster Video to rent a movie to watch visiting family. I went there because I could not find the movie I wanted at my local independent video store. After filling out an application, selecting the movie (they were nearly out of it also), and paying my bill, I received the movie and the three receipts (see picture at left).
These receipts are multiple promotions that I received all at one time - at check-out. I really like them for the five following reasons:
- Two Channel Member Promotions - Realizing they have the same type of customer, Pizza Hut and Direct TV are most likely paying Blockbuster to get their promotions in front of the best customers at the best time. This could not be more true for Pizza Hut. How many times have you rented a movie and then bought a pizza?
- Customer Behavior - Blockbuster encourages it customers to act (okay, buy). It considers the behavior of its customers and puts promotions in their hands at each interaction.
- Bounce Back - Blockbuster wants the customer to "bounce back." They are giving customers - remember, a new customer - a reason to return.
- Time Limits - All of the promotions are time limited. This is important for two reasons. Blockbuster is stimulating repurchase soon after the first purchase. It wants its customers to get in the habit of quickly returning to Blockbuster.
- Coupons as Evaluation Tools - Pizza Hut can gauge the effectiveness of this promotion at this specific store by counting the number of returned coupons. How? The Pizza Hut coupon lists the promotion ID, "Smart Offer ID 1000013", at the bottom.
Can you or businesses in your program or on your business district do this stuff? ABSOLUTELY! How do you recreate this promotion? Give me a call and we can develop a similar promotion that can help you get customers to buy more, more often.
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