Lessons from Retail LeadersTuesday, 12 July 2011 Juicy Apple OfferOK, so you might not have the breadth of stores, big marketing budgets or international presence that Apple has, but there are lessons we can all take from the world’s most valuable tech company and the second most valuable company in the world. For example, let’s look at the back-to-school offer they are running this year. Apple kicked off its back-to-school sale in mid-June. In years gone by, Apple offered a free iPod Touch with a computer purchase; however they have scrapped
 this offer for 2011. Now, Apple is offering a $100 gift card for redemption in the iTunes Store, iBookstore and on new iPhone applications.Unlike offering a free iPod touch (or a free ‘anything’ for that matter), if customers don’t redeem their gift cards this promotion won’t cost Apple the $100 dollars they are offering. If they do spend it, they may well spend more. 40% more is the average up-spend on gift cards according to the Global Prepaid Exchange.
Using your existing gift card programme, you could run virtually the same promotion. You may not have €/£100 to give away, but you can tailor it to what you can afford. Take a look at the average spend in your store, is it €/£70? Then why not incentivise customers to spend a little extra? You could run a “Spend €/£100 and get a gift card for €/£10 free” promotion.
This will encourage people to not only spend more, but to visit your store again! Let’s not forget that it’ll get people talking about your business too.
MS
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