Wellcome GWP in Hong Kong

Wellcome is probably the most popular supermarket chain in Hong Kong. If one of the reasons is their relatively cheap prices, the other is definitely their very regular promotional gifts campaigns.  The current marketing campaign is a GWP (GWP = Gift with Purchase)

Wellcome GWP - high end luggage
Wellcome GWP - high end luggage

The most recent one is this redemption gifts campaign for travelers. Every time you buy from Wellcome, you get stickers (every sticker is one point) to collect. These points can be used to redeem one of the gift on the picture. Obviously, the bigger the piece of luggage, the more points you need.

Collect points to redeem your gift
Collect points to redeem your gift

It's actually a very good way to increase customer loyalty and get new regular customers. The first gift can be redeemed with only 60 points which is very achievable, even for non-regular clients, but it's only a small pouch. Of course, if you want to get a more interesting gift, we are all thinking about this massive red trolley bag, you need to get more points (1 point equals to 100 HKD worth of groceries).

High end gift for a very effective promotional campaign
High end gift for a very effective promotional campaign

As you can see from the above picture, the luggage proposed are of very good quality. This high perceived value and the fact that it's a long lasting item is precisely what appeals to customers. Most people would be more than happy to regularly buy from Wellcome, just to get enough points to afford one of these high end gift.

What we really liked in this promotion is that very high-end marketing gifts can actually change what people are buying. If you buy any of the "special items" highlighted in the shop, you can get 2 or 3 extra points at the cashier. Of course, these special deals are only available for the products out of the Wellcome sub-brands. Also, you get twice more points if you go during the weekend (when people are more likely to buy things impulsively because they have time).

Have you already thought about how high-end gifts can change your client's perception of your brand?

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