Jewellery Retailer Gains Loyal Customer Collection with Odenza Cruise Incentives

Profile

• An independent jeweller with two upscale stores and a mall kiosk in a community of 40,000 people has steadily expanded her customer database since 2003 using travel incentives.

The Problem

• The jeweller believed travel incentives would be a smart way to attract more customers to increase sales. However, she says her first promotion with another company was a 'nightmare'. Customers were very angry with relentless pressure to upgrade their trips.

The Solution

1. With every $1,500 purchase customers receive a 4-day/3/night Carnival Cruise for two.
   
2. Cruise promotion highlighted in winter and summer flyers and local radio spots.
   
3. Sales staff advise customers of trip conditions.

Effective Results

“It closes a lot of sales, I can tell you that. It also eliminates customer demand for discounts because I’m offering them a cruise,” says the jeweller. “I’m also very flexible. If someone spent $500 a month ago and another $1000 now, I give them the cruise.”

• Customers now regularly come in to ask if the cruise promotion is on. That was her sign to up the ante. Now, with $2,000 purchases, she offers 5-day cruises.

"It does build repeat business. If someone is thinking of a $1500 ring, I say why not go for a nicer $2,000 piece and get a cruise," she explains. "If they spend $5,000 on a grandfather clock and some jewellery, I take a 5-day cruise certificate out of my safe and say, 'this is especially for you'. They love it. One customer wanted the cruise more than the ring she bought!"

• 158 4-day cruise certificates and 81 five-day cruise certificates


• By September, 90 4-day cruise certificates issued and counting Expects to give away 100 five-day cruise certificates by year end

 

Jeweller's Satisfaction Rating 25/10 "It worked out great as an incentive. This cruise was sooooo reasonable. We really got a lot of bang for our buck." September 2006