The Bon Bon Christmas promotion from Bon Bon Guy Promotions was developed by jewellery retailer Adam Tuohy, and has run annually across his family’s five JM Leech Jewellers stores for nearly 20 years.
In that time, Tuohy and his team have refined the promotion into a package that can be applied to any retail jewellery store, generating increased customer spend, foot traffic, and word-of-mouth.
“As jewellery retailers, we all know the power of a good promotion and how hard it is to come up with something different as well as effective – and that doesn’t have you slashing your prices by 50 per cent,” Tuohy says.
“The Bon Bon promotion has proven time and time again to deliver huge increases in traffic and to retailers’ bottom line during the most critical trading period: Christmas.
"While there have been epic increases, including a handful of jewellers who have doubled their Christmas, in 2019 the average increase for those new to the promotion was 33.25 per cent,” he adds.
According to Tuohy, the Bon Bon promotion frequently outperforms both sales and catalogues. Plus, it’s easy to set up, delights customers and staff, and best of all, requires no discounting.
“Any year is a good year to try it – but particularly for 2020, as it has been such a turbulent year, anything we can do that gives us retailers the edge should be pursued,” Tuohy says.
The Bon Bon promotion: How it works
The process is straightforward: from 1 December to Christmas Eve, each customer who spends $150 or more in the jewellery store gets to pick a bon bon from the store’s Christmas tree. Each bon bon contains a quality on-trend jewellery prize, with one bon bon containing the major prize of a $3,000 ring.
“It is so effective because it creates an atmosphere of fun for the customers as well as the staff, and the customer gets ‘something for nothing’ every time they spend more than $150. The gambler also comes out as people want to win the ring!” Tuohy explains.
He adds, “It’s very easy to close a sale when in the background another customer is popping a bon bon and wins a great prize. It is infectious and the excitement compounds and attracts more customers, and the word-of-mouth builds great momentum.”
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| The lucky prize is a $3,000 ring, hidden in one of the bon bons. |
However, the effectiveness of the promotion isn’t just down to psychology: it’s all in the details, Tuohy explains.
“There are many questions that arise when contemplating trying something new, and after 18 years of running this promotion in our own stores, as well as for many others in the jewellery business, we have the answers and the formula that works.
“We know the best mix of jewellery to put inside the bon bons, the best ways to target your audience to fill your stores, and the best ways to get your staff behind the promotion to maximise your increases,” he says.
The added benefit for jewellers is that Bon Bon Guy Promotions supplies an all-in-one package, saving time and money.
“We do everything for the retailer, from supplying the bon bons with jewellery, to all the marketing. We are all time poor and if someone with intimate knowledge of something can take care of it all for you, that’s very appealing!” Tuohy says.
“The overall cost of running the promotion is also relatively low compared to the potential gains – for example, a store with a December turnover of $200,000 would spend less than $6,000 for the promotion, plus marketing costs which can be tailored to their budget.”
Each Bon Bon Christmas promotion package includes bon bons packed with jewellery ready for the tree, a point-of-sale pack, instructional manual for business owners and staff, all digital assets including website, email, and social media, plus optional extras including Christmas tree, TV advertisement, the major prize ring, and mail out.
With the holiday season rapidly approaching and retailers in the midst of planning their Christmas campaign and stock, now is an ideal time to contact Bon Bon Guy Promotions to discuss your store’s needs and how the Bon Bon Christmas promotion can work for you.
To learn how to increase your Christmas jewellery retail sales this year despite COVID, call Adam's mobile on 0408 435 801.
Retailers in action