Since 2016

May 2006

Drugstore Revives Slumping Photo Sales in a Flash

Walgreens Flash DriveThe 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.

Traffic-builder Springs to Action for Spa Dealer

Paradise Spa SlinkyHot-tub dealer Paradise Spas was looking for a way to build traffic for their booth at an upcoming home show. They wanted to use an affordable gift, but had several stipulations for it: Ideally, the item should be fun, grab attention, tie in with their products and ­ most important ­ emphasize their new “stress-free” maintenance program.

A wide array of stress-reliever products were considered, and the spa company liked the retro idea of toy springs. Many people remember the Slinky from a generation ago, and it has a universal appeal that spans all age groups. Specifically, they chose a 1-1/4" mini toy spring in metallic colors. In an abstract way, the spring has a look reminiscent of a whirlpool — which tied in with the spas.

Paradise Spas distributed them to attendees who stopped at their booth and listened to their sales presentation. They liked the fact that the exhibitor distributed something kid-friendly because most people attending the home show were families with children.

The toy helped keep kids occupied while their parents looked over spas and had questions answered by the booth staff. It also drew in other show-goers. Their objective was to increase their booth traffic, and it certainly did that. When other attendees and kids saw the springs, they all wanted one, so it drove traffic to their booth.

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