Customer Incentive Ideas: 5 Valuable Tips from Coca-Cola PWP Promo

Consumers repeatedly buy when they feel valued. Hence, businesses must know what they need and be able to give it. One perfect example is giving them promotional rewards. Aside from making them feel valued, it also fosters trust in the brand. So, to start or further polish your customer incentive ideas, let’s take a closer look at Coca-Cola’s Chinese New Year Promotions.

Coca-Cola is a multinational company that serves more than 200 countries every day with the goal of meeting people’s beverage needs at any time of the day.

It recently launched a seasonal promotion in time for the Chinese New Year. Spotted in one of Hong Kong’s supermarkets, its shelf talker really did its job and conveyed another probable customer incentive idea to us.

Happy Year of The Tiger, Happy Together

The promo ran from January 7 to February 28, convincing people to purchase designated products and get redemption rewards for it. Consumers are encouraged to buy products such as Coca-cola, sugar-free Coca-cola, and other soda products, scan the QR code in the promotional packaging to save points and redeem promotional merchandise gifts.

Aside from its limited time, the promo also ran with limited stocks of merchandise. The branded merchandise can be redeemed after acquiring a specific amount of points and topping up a certain amount of money. The reward merchandise are as follows:

Limited Edition Mahjong Set

In alignment with their campaign of spending the year of the tiger happy together, Coca-Cola offered branded game merchandise, Hong Kong Mahjong.

Hong Kong Mahjong is a popular form of the original Chinese game, making Mahjong parlours in the region an important component of the cultural experience that cannot be recreated elsewhere.

With a limited stock of 1288, consumers can get this fun merchandise with 300 points and only add $520.

Here are how other brands took advantage of this game in their promotions:

San Miguel go dry swimming with this promotion, offering branded Hong Kong Mahjong as a purchase with purchase.

For their own Chines New Year promotion, Blue Girl offered a custom crystal mahjong set reminiscent of the brand’s name and signature colour as promotional free.

Kitchenware Set 

In continuation of the happy together theme, Coca-Cola used branded kitchenware as their next incentive gift.

This promotional kitchenware set has a detachable handle that can be used on all three pots.

People can have this kitchenware set by acquiring 200 points and an additional $288 with a limited stock of 245 sets.

Seasoning Jars

Get-togethers are considered successful when there’s good food to eat together.

For this reason, Coca-Cola used a three-set seasoning jar which people can get with 100 pts and added $58.

Coupons

In addition to that, Coca-Cola provided two kinds of coupons: supermarket coupons and Deliveroo, an online food delivery company, coupons.

Each supermarket coupon has a value of $100 and can be redeemed with 100 points and $28. Meanwhile, each Deliveroo coupon is worth $10 and can be redeemed with 58 points alone.

The coupons have a limited stock of 495 and 1200, respectively.

5 Valuable Tips From Coca-Cola PWP Merchandise Promotions

1. The use of purchase with purchase.

This purchase with purchase is a clever marketing strategy that drives customers to purchase. It gives them the opportunity to purchase merchandise at a lower cost. In consumers’ minds, there’s no reason not to buy something that would allow them to get another product at a discounted price.

However, the benefits of PWP don’t stop there. Instead of giving branded merchandise for free like GWP promotion, PWP allows a return of investment in the custom merchandise that comes along with the main product. If done right, the promotional merchandise can even cover the cost of itself.

Coca-Cola took it further by making the merchandise branded. It allows them to receive a return on investment for the promotional merchandise and let these custom merchandise advertise the brand the more people use it.

2. The ease of participating.

To see reward mechanics, join, and redeem gifts, Coca-cola used the ease of scanning QR codes. It’s an ingenious way of designating points per product and quickly acquiring said points.

Furthermore, it saves people from having to memorize anything such as how much more points they need to redeem certain gifts.

3. The use of valuable incentives.

All merchandise to be redeemed is aligned to Coca-cola’s campaign. The “Happy Year of the Tiger, Happy Together” tagline opens up opportunities for it to be at the centre of events and get-togethers.

As an established brand, it’s no longer a surprise that it used this opportunity properly and offered branded merchandise that would allow them to be present on these occasions such as the kitchenware set and the Hong Kong Mahjong.

Moreover, these customer incentive ideas are all practical tools that people will undoubtedly use outside of said gatherings. Ensuring that the brand is always present, relevant and to be trusted.

4. The use of urgency.

The gifts to be redeemed are all in limited stocks which urge people to purchase more in order to get more points and be able to redeem the gifts the like. It’s a perfect way to prompt impulse purchases.

Furthermore, the promotion itself is only held for a limited time. This doubles the urgency that people feel and drives the sales up.

5. The use of shelf-talkers.

From what we’ve seen, the promotion is conveyed by a shelf-talker. Another good practice as this costs less than POS displays but nonetheless does the job of passing the message to the consumers such as which soda products that can purchase to get points.

Made from cardboard, these shelf-talkers can be detached easily and is fit for a short span of time such as CNY promotions, but not fragile enough to fold against accidental bumps.

If done right, shelf talkers do not only convey promotions but also raise brand awareness and retention.

On the other hand, the delivery of the limited edition Sparrow Set and trendy cookware set has been delayed, and the redemption service has been affected due to the epidemic.

More Marketing Strategies To Learn From Coca-Cola:

Seeing cookware merchandise, reminded us of this Coca-cola HBC’s branded employee gifts that guarantee to foster a good relationship with the company.

In terms of portability and ease of use, Coca-cola is no stranger to the concept. One fine example is this collaboration with Readly for a free trial of a read-all-you-can subscription. Check out more details below:

Another step further for purchase with purchase strategy, Coca-cola launched custom items as PWP and really lets the consumers to taste and express the feeling.

Coca-cola has always known the importance of valuable promotional gifts and the boost in sales it can contribute. We listed some of their branded merchandise ideas in this blog below:

Sports are widely celebrated everywhere. The camaraderie it helps build in the community can certainly create excitement and Coca-cola knew this. For more customer incentive ideas, read the details of how they kicked off football fever in their promotions below.

In partnership with the whiskey brand, Jack Daniels, Coca-Cola got people’s attention in this promotional gift pack that also comes with printed glassware! Get to know more details in the blog below:

All Things Considered,

There’s a definite reason why Coca-Cola is thriving in terms of marketing its products. The brand tries to hit more than two birds with one stone with every marketing decision it makes and does not run out of customer incentive ideas. The good news, however, is anyone can learn from it and apply it to their own businesses.

If you’re interested to make these same marketing decisions and utilize all ways possible to come up with a promotional product fit for your business, ODM can assist you.

With our team of dedicated and creative product designers, we work to ensure the quality of service and make your promotional merchandise produce maximum benefits. We would love to work with you, contact us today!

Check Out More Coca-Cola Case Studies Below: