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Frigidaire “$10,000 Cold Cash Giveaway”
Frigidaire, a division of Electrolux Major Appliances, set out to fulfill the objective of providing Frigidaire Appliance Stores (FAS) with a unique promotional vehicle to drive traffic, increase sales, and stand out among competitors. They looked to SCA to offer a "$10,000 Cold Cash Giveaway" using the Visible Vault™.
Objectives:
- Generate incremental sales.
- Increase store traffic.
- Provide differentiation from other appliance retail locations.
Strategies:
- Display a Visible Vault™ in select FAS locations.
- Invite customers into the store and allow them to enter any seven-digit code every month in 2006 with the chance of winning big.
- Increase traffic and buzz for the promotion by providing appliance packages to select radio stations.
- Utilize 30-second promotional spots to highlight the contest.
Results:
- "The results for FAS locations throughout Canada were spectacular. Overall, locations had an increase in store traffic by almost 75% and sales volume increased during the promotional timeframe by 48% on average."
- In Quebec City, a furniture and appliance store had their best sales month ever during the "Crack the Code" promotion.
- "A furniture store in Haggersville, Ontario had phenomenal response and is now running this promotion for the third time."
- "This promotion was our primary Frigidaire Appliance Store initiative in 2006. It has exceeded our expectations both in terms of ‘buzz’ and sales deliverables. We plan on using another SCA promotion for an even bigger 2007 for our Frigidaire stores."
