When Loblaws introduced their Marvel collectible cards promotion it generated a lot of buzz among shoppers and marketing industry observers.
From a shopper’s perspective, many are enjoying the promotion by collecting the cards, which are free with a $25 purchase, with their children. However, other shoppers are questioning the promotion, as they are primarily interested in lower food prices.
Within the marketing industry, some observers are questioning whether the Marvel partnership aligns well with Loblaws’ brand strategy. The naysayers are focusing on whether or not the Marvel collaboration might seem like a departure from Loblaws traditional positioning of providing affordable prices, high-quality food, health and wellness products.
Say what?
I think the Marvel promotion is brilliant!
Here are three reasons why:
1: THE MARVEL FRANCHISE: The Marvel franchise is one of the largest and most successful entertainment franchises in the world. It has grossed over $22 billion worldwide just in movie theatre ticket sales. Its cultural impact is unmatched, with Marvel’s characters and stories ingrained in popular culture, influencing everything from fashion to language and beyond. the appeal of the Marvel franchise runs across all demographic groups including Loblaws shoppers.
2. BUILDING LOYALTY: Loblaws is in the business of building loyalty with their shoppers to drive revenue. While they typically achieve this with personalized value offers through their PC Optimum loyalty program and in-store price promotions, for me, leveraging the power of Marvel in a cross-promotion is a no-brainer. To build customer engagement beyond the collectible cards, the company developed a strong integrated marketing plan that includes a number Avengers and Spider-Man products sold in select locations across toys, apparel and home décor, as well as in-store Marvel activities including a Marvel themed word-puzzle scavenger hunt, local costume events and a chance for one lucky customer to win 4 tickets and an all-expense paid trip to the global premiere of Marvel Studios’ Captain America: Brave New World in Los Angeles.
Oh, and one more thing, for the consumers upset with Loblaws because of a desire for savings only offers, have a quick peek at the digital flyers for all Loblaws banners during each week of the promotion (which I did on @Shelfgram), and you will hundreds of price promotions.
3. EFFECTIVENESS OF CONTINUTITY PROGRAMS: Retailer continuity programs work! While the tactic is not as popular as it was 25 years ago, continuity programs increase customer loyalty by encouraging repeat business by rewarding customers for their continued patronage, makes shopping more enjoyable and interactive, and helps differentiate a retailer from its competitors.
Still not convinced the Marvel program was a smart move by Loblaws? Perhaps, new research from @Caddle will as it reveals how Canadians truly feel about the Marvel initiative. Caddle surveyed 9,200 Canadians and here are some result highlights:
-42% of Canadians are more inclined to shop at a Loblaw Companies Limited store just to complete their Marvel card collection.
-64% of Canadians are excited about collecting Marvel cards
-63% are driven by their love for Marvel, 57% appreciate the value, and 52% are drawn by nostalgia.
-79% prefer to collect their cards in-store, adding extra excitement to their grocery shopping trips!
What do you think about these promotions? Have you joined the Marvel card collection frenzy? Leave a comment.
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