TESCO LOTUS yesterday announced an investment of Bt400 million in the latest stamp campaign to be held at its 1,500 Express stores.
The investment is part of the Bt1-billion budget allocated for all stamp-collection campaigns held this year, starting from “We Love Doraemon” and “It’s All about Mickey”. “B.Duck Be Playful” will be the third stamp campaign kicked off this year, to be held from this Thursday until February 29, 2016.
The stamp-collection campaign is aimed at exciting market sentiment during the coming festive season. The retail giant hopes it will boost shopping frequency as well as increase the transaction value per basket for individual customers. The company expects B.Duck Be Playful to increase average sales at its Express stores by double digits compared with the normal period.
Chakkit Chatupanyachoti-kul, vice president for marketing at Tesco Lotus Express, said the company had created its stamp campaign by listening to individual clients and responding with a quality campaign they really want.
“Based on our recent research findings, individual customers prefer campaigns that are affordable and easy to earn points with and redeem them with unique, valuable premiums.”
Chakkit said the research was also conducted to find premium stamp selections that customers really like in terms of design, functionality and quality.
He said 60 per cent of customers at Tesco Lotus Express stores were women aged between 25 and 40.
“Our latest stamp campaign, B.Duck Be Playful, is a result of the extensive research we conducted to understand what our customers want. We conducted the research to help select the right cartoon character that appeals to all genders and age groups.
“Once we decided on a character, more research was conducted to see how customers would react to the designs. B.Duck emerged as a clear winner, with its colourful and vivid personality.
Tesco Lotus worked very closely with the B.Duck team of creative designers to design [stamps] that are highly attractive, usable, collectible, and of very high quality,” Chakkit said.
With every Bt50 spent at Tesco Lotus Express, customers will receive one stamp. To make collecting easier and faster, more than 2,000 product lines of everyday essentials will join a special promotion offering extra stamps. Tesco Lotus Clubcard members are also eligible for special stamp offerings.
Chakkit said the convenience-store segment still enjoyed continuous growth amid the economic difficulties and sluggish spending of shoppers.
“We have seen a behavioural change of consumers in |a preference for the convenience-store segment, which offers ‘convenience’ as its |priority strength. Individual |consumers prefer to buy |products, especially daily items, near home, and convenience stores are developed to meet such preferences,” he said.
Tesco Lotus operates about 1,500 Express stores in Thailand, of which about 60 opened this year.