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When consumers shop, everybody wins. It’s the approach that The Block at Orange and retail giant Gap are taking to push gift card sales early this holiday season. The partners are offering their customers a reward that should help lift both their numbers. When shoppers buy at least $150 worth of any cards in the Gap family of brands (Gap, Old Navy, Banana Republic or Athleta) between November 14 and 27, they will receive a free $30 Visa Simon Giftcard. That’s like enjoying a 20-percent discount. It’s an alluring incentive to step into a Gap store, and gives the Simon mall an additional way of producing bounce-back traffic and sales—some shoppers will likely use those $30 gift cards as holiday presents and stocking stuffers, with the very likelihood that recipients will spend even more at the mall.
The GWP offer is simple to both deliver and present to shoppers, and is an example of effective cooperative marketing between mall landlords and their tenants. Your center could do the same with either a single shop or all retailers willing to participate. Also consider setting a specific validity period for the gift card GWP. It might help your center make it through the post-holiday sales slump. Another idea: use the GWP to promote shopping across categories. For example, you could offer customers who make fashion purchases a gift card to use in the food court.
Dec.
2016
2016
Posted in Strategic Marketing
