Drugstore Revives Slumping Photo Sales in a Flash
May 9, 2006
The decline in film use and increasing popularity of online digital photo-processing meant plummeting sales for the photo department of Walgreens. The large drugstore chain needed a way to draw digital camera users into their stores for printing services — and to keep them coming back.
The firm weighed the problem and considered several ideas. After reviewing them, Walgreens selected a drive to drive traffic. The 1650-66 Lexar USB JumpDrive Classic II V.2.0 was chosen, decorated with the drugstore logo and sent out to all customers in the store's database.
The mailing included instructions on how to transfer photos from a digital camera or computer hard drive onto the flash drive. As an incentive to come into the local store, recipients also got a coupon for 12 free 4" x 6" prints. The promotion was a huge success. In the first two weeks after the mailing alone, the photo department increased sales by 35%. Customers were thrilled with the flash drive and excited to learn how easy it was to download their pictures and have them printed at their local drugstore.
Afterwards, whenever recipients used the drive, the drugstore logo reminded them who presented the gift and how convenient it was. People came back time and time again with their branded flash drive to order prints.
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