The five-month campaign – which came to an end on 14 February – was conducted by distributor RJ Scanlan & Co and allowed customers purchasing a Dora wedding ring to go in the draw to win a $500 monthly gift voucher and the grand prize of a $7,000 European honeymoon.
While consumer John Devitt was announced as winner of the main prize, the competition also doubled as an incentive program for retailers carrying the wedding ring range. Perth-based Charles Edward Jewellers, the business that sold the winning ring, won $2,000 store credit, and Semira Catic, the staff member that closed the sale, was awarded a $1,000 cash prize.
Charles Edward Jewellers director Marlene Eramanis said she was pleased to have been the winning retailer, adding that the campaign had resulted in a number of benefits for the business.
“We are very happy indeed that we won this contest as we are one of the biggest stockists of Dora in Australia. Also, it’s awesome because we specialise in engagement rings and so the promotion really encouraged couples to come back and buy Dora wedding rings,” she explained.
Eramanis believed the promotion had definitely helped to increase sales and enquiries from walk-in customers as well as via online and telephone. In addition, it was said staff had become even more motivated to introduce the wedding ring range to returning customers who had purchased an engagement ring from the store.
RJ Scanlan marketing manager Chris Scanlan added that the campaign had also achieved the supplier’s intended goals. “Our objective for the honeymoon promotion was to raise brand awareness and increase sales. We ticked both boxes,” he said.
Although Scanlan admitted the promotion started slowly in the early months, he explained that advertising had greatly helped to generate consumer interest and that the campaign began to “snowball” once customers began registering online.
He said retailers also enjoyed the competition: “The feedback from retailers was very positive. After all, it was bringing clients into the store and there was the carrot at the end for them.”
The idea for the Dora promotion originated from previous retailer incentive programs, and while Scanlan noted that the recent honeymoon competition had been “a lot of work”, he said it was likely they would run a similar campaign in future.
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Wedding ring comp rewards consumers and retailers