For the love of a GWP

Whole Foods GWPSo, while organizing my no-longer-so little collection of recyclable shopping bags strew throughout my car (yes, I do actually collect them now from retailers and vacation destinations around the world- silly but more useful than match books!), I see that I have now added 4 wonderful insulated cooler bags from Whole Foods, and I smile. Because of these little treasures, I fell for one of my own professional “tricks” — the good old ‘gift with purchase.’ And in examining my own motives, I reinforce my belief in the fundamental simplicity of marketing — that is, when egos and the need to show-off flashy new tricks and marketing toys don’t get in the way.

Whole Foods was doing a giveaway in their fresh seafood department — buy $30 worth of fresh seafood and get a FREE insulated cooler bag (pre-priced at, therefore telling me it was worth, $3.99. And it is a fine, high-quality little bag.)  Now, while Whole Foods’ fresh seafood is excellent, it is on the pricey side, so that $30 doesn’t exactly buy a feast. Yet instead of being aghast that I was paying this much (and more!) for my beloved fresh sea bass dinner, I was tickled that I got such a really neat gift. I felt that I got a ‘deal’ on my fish and I got something valuable to me. But here’s the fun part — the seafood dude behind the counter made sure to tell me that the promo would be going on for the next month. So what did I do? Marched myself back there ever week to buy more fish! Did I need 5 insulated cooler bags? Nope. But how could I pass up such a great, high quality freebie? And I likely spent close to $100 each trip when I do not regularly patronize Whole Foods.

Now that’s what I call a ‘gift with purchase’ for Whole Foods. Guess we both came out winners and feeling good about each other. And  isn’t that what makes a winning promotion. As simple as this offer was, I have to give it a GWH W.T.F. (Winner, Toss-Up or Flop) Award: WINNER designation. Doesn’t always have to be rocket science or shiny new technology to make it great. Just has to motivate. Wish more clients would remember this.

This entry was posted in Gift with Purchase, Green Marketing, grocery retailers, Loyalty Program, Marketing Tactics, Promotions, Reality Check, supermarkets, Winners, winners-toss-ups-flops. Bookmark the permalink.

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