|Challenge: Improve dwindling sales by encouraging customers to use digital camera photo processing services at local drug stores.
With the increasing popularity of digital cameras, a drug store chain found that many of their customers no longer had any need for film development services. And with the sheer convenience of web-based photo processing, many customers were choosing to develop pictures from the comfort of their own homes.
The drug store needed to find a creative way to refresh the struggling department by getting customers to use their in-store digital photo processing center. The store learned that some of their customers were simply unaware of the option, while others thought it would be too difficult to use.
The chain had to find a way to educate and persuade, while making things as easy as possible for customers who didn’t consider themselves tech-savvy!
Solution: Send every customer a free gift that will help them transfer pictures easily from their camera to the store, as well as detailed directions on how to do it!
The drug store eventually decided that sending a USB 2.0 Jump Drive to every customer in their database would be a great way to get people into the store. The drive was imprinted with the store’s logo so people would always remember where to bring their digital pictures.
With the package, the store included a set of detailed instructions that explained the exact process of saving pictures onto the memory stick. These user-friendly instructions reassured first-time users who weren’t sure how difficult the process would be.
To cap off the promotion, the store also included a special offer that promised 12 free 4×6 prints for a limited time. For any customers that were still on the fence about their decision, this added bonus helped to seal the deal.
Result: 35 percent increase in sales within the first two weeks, customers came back time and time again with their branded flash drives.
Within two weeks of sending out the mailing, the photo department recorded a 35% jump in sales at their digital photo processing center. Many customers raved about the flash drive and were surprised at how easy it was to use. For many weeks after the promotion, customers kept returning with their drives to order more prints, showing just how effective the giveaway really was.
This promotion was an overwhelming success thanks to its practicality. The flash drive package addressed the two major reasons why people weren’t using in-store digital processing, and took care of both of them in one easy shot. Aside from boosting sales, the free gift also improved overall customer satisfaction!
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