Purchase with Purchase Promotions | Get More Brand Exposure

Consumers are always on the lookout for a good deal. And when it comes to shopping, nothing is more exciting than getting an extra item for just a few extra dollars. This is where the Purchase With Purchase (PWP) promotions come in.

PWP is a common promotional tactic used by many retailers to encourage customers to make larger purchases by offering an additional product at a discounted price.

In this blog post, we’ll delve deeper into this marketing strategy, explore its benefits for both retailers and consumers, and provide some examples of successful PWP campaigns. So, if you’re curious about how PWP can help drive sales and increase customer loyalty, keep reading!

Reusable Retail Bags from Carrefour

Reusable retail bags are one of the perfect items for purchase with purchase promotions because they are practical and functional items that customers can use on a daily basis, making them an attractive offer.

With increasing awareness of the need to reduce single-use plastic, customers are more likely to appreciate a reusable bag as a useful item that helps them make a positive environmental impact.

Take a look at these printed merchandise bags being offered by Carreefour.

We love this clever strategy where Carrefour drive the desire among customers to get a bag by offering different options. These bags come at affordable prices, which makes them a great addition on top of their other purchases.

Furthermore, reusable bags are durable and can be used multiple times, making them a convenient option for consumers. While they may cost more upfront, these bags are a cost-effective option in the long run as they can be used repeatedly.

Many retailers also offer discounts or incentives for customers who bring their reusable bags.

What Are the Benefits of Purchase With Purchase Promotions?

1. Increase Sales

PWP promotions can encourage customers to purchase more products than they originally intended.

People often buy multiple items at once because they want to save money and get their favourite products all in one place.

The more things they buy, the less they have to pay per item, which can be very appealing to consumers who have budgets to keep in mind.

By offering customers a discount on a second product, retailers are able to increase the perceived value of the purchase.

2. Encourage Impulse Buying

PWP promotions are designed to encourage impulse buying.

The discounted or free product is often presented as a limited-time offer or a limited-quantity item, creating a sense of urgency and scarcity that can encourage impulse buying.

Customers don’t have to think twice about whether they want to spend more money or not.

They just have to decide if they want the product that is being offered and then take it home with them by purchasing it along with another item at the same time.

3. Improved Customer Loyalty

When customers feel like they are getting a good deal, they are more likely to view the brand positively and be more loyal to it.

Additionally, PWP promotions can incentivize customers to purchase from the brand more frequently or to make larger purchases.

Customers who take advantage of PWP promotions are more likely to feel that they are getting a good deal and are, therefore, more likely to have positive associations with the brand.

By using PWP promotions strategically, brands can help to build stronger relationships with their customers and increase customer lifetime value.

4. Enhanced Brand Awareness

PWP promotions can be a powerful tool for building brand awareness as they can help to generate buzz around a brand or product.

When customers see a PWP offer, they are reminded of the brand and its products.

The exclusivity of the offer can make the brand appear more desirable and sought-after, creating a sense of urgency to take advantage of the deal before it expires.

Additionally, PWP promos incentivize existing customers to make repeat purchases, which can help to reinforce the brand’s presence in the customer’s mind.

PWP Promotion Strategy: Upselling

Upselling is a sales technique in which the seller encourages a customer to purchase a higher-end or more expensive product or service than the one they were originally considering. The goal of upselling is to increase the customer’s overall purchase value and maximize revenue for the seller.

Typically, upselling involves suggesting a product or service that complements or enhances the customer’s original purchase.

Here are some examples:

When a customer is interested in a particular product, you could offer them a premium version of the product with additional features or benefits that the basic version does not have. For example, if a customer is interested in purchasing a backpack, you could offer them a premium version of the backpack with a built-in power bank or a hidden compartment for valuables.
Another way to upsell merchandise is by bundling products together. For example, if a customer is interested in purchasing a shirt, you could offer them a bundle with the shirt and a matching accessory such as a tie or a scarf.
You could also suggest complementary products that the customer may be interested in. For example, if a customer is purchasing a pair of shoes, you could suggest a matching bag or a pair of socks that would complement the shoes.
When a customer is interested in purchasing a product, you could offer them an extended warranty on the product. This would provide them with additional protection and peace of mind, which could be a compelling reason for them to upgrade their purchase.
You could offer customers the option to personalize their merchandise for an additional fee. For example, if a customer is interested in purchasing a phone case, you could offer them the option to add their name or a custom design to the case for a small fee. This would make the merchandise more unique and personalized to the customer’s preferences.

Factors to Consider When Implementing PWP Promotions

Financial or Marketing Budget

PWP promotions can be incredibly effective at driving sales and increasing customer loyalty, but they can also be quite costly to execute.

If a brand doesn’t have the necessary budget to cover the costs of offering a purchase with a purchase promotion, it may end up hurting its bottom line rather than helping it. It is crucial to talk to your sourcing partner to check the best options available that will fit your marketing budget and needs.

Target Audience

No matter what type of promotion, brands should always consider their target audience before implementation. One of the biggest reasons for this is that different customer segments may have different preferences and motivations when it comes to purchasing decisions. A promotion that resonates with one group of customers may not be as effective with another.

For example, if a brand’s target audience is price-sensitive and looking for a good deal, a purchase with purchase promotion that offers a discount or free product may be very effective.

On the other hand, if the brand’s target audience is more focused on quality and prestige, a promotion that emphasizes exclusivity or limited availability may be more effective.

Quality

The quality of the promotional item used can impact the overall perception of the brand and the promotion among customers.

If the promotional item is of poor quality, customers may perceive the brand as cheap or untrustworthy. This can lead to a negative perception of the promotion, and customers may be less likely to participate in future promotions from the brand.

Meanwhile, if the promotional item is of high quality, customers may perceive the brand as generous and trustworthy and may be more likely to participate in future promotions or even make repeat purchases.

Inventory Management

Preparing inventory management before implementing a purchase-with-purchase promotion helps brands to ensure that they have enough inventory to meet the demand generated by the promotion.

If a promotion is successful and generates a lot of customer interest, but the brand doesn’t have enough inventory to fulfil purchases, it can lead to a negative customer experience, lost sales, and damage to the brand’s reputation.

Promotion Duration

The target duration of PWP promotion is an important factor that brands should consider before implementing it.

A shorter promotion duration can create a sense of urgency among customers and encourage them to participate before the promotion ends. This can lead to higher participation rates and a sense of excitement among customers.

On the other hand, a longer promotion duration can help build anticipation and excitement among customers. By promoting the promotion in advance and for a longer period, brands can generate buzz and interest among customers, leading to higher participation rates.

However, if the promotion duration is too long, customers may become fatigued or lose interest. This can lead to lower participation rates and a lower return on investment for the brand.

Marketing and Advertising Strategies

Marketing and advertising strategies are essential for building awareness of the promotion. By promoting the promotion through various channels, such as social media, online and in-store advertising, brands can reach a wider audience and attract more customers to participate.

These strategies also create excitement and anticipation among customers. By using creative and engaging messaging, brands can generate buzz and interest among customers, leading to higher participation rates.

Potential Challenges of PWP Promotions

Cannibalization of Sales

Cannibalization occurs when the promotion encourages customers to only buy the promoted product at a discounted price instead of buying other products at full price.

Reduction of Profit Margin

If customers switch from buying other products at full price to buying the promoted product at a discounted price, the brand’s profit margins will decrease.

This is because the discounted price may not cover the full cost of producing and promoting the product, resulting in lower profit margins.

Stockouts and Oversupply

Technical issues, such as an inaccurate display number on a website or a machine counting error, can contribute to stockouts. If a PWP promotion is advertised, but the product is out of stock, customers may become frustrated and choose to shop elsewhere, which can result in lost sales and revenue.

On the other hand, oversupplies can result in excess inventory that may not sell, tying up cash flow and resources. According to NetSuite, one of the common causes of oversupplies is inaccurate inventory counts, which can be addressed by increasing inventory accuracy.

Therefore, it is important to carefully manage inventory levels and accurately forecast demand when implementing PWP promotions to avoid stockouts and oversupplies.

Perceived Value of the PWP

Perceived value is a challenge when implementing (PWP) promotions because customers may not see the promotion as a good value proposition. If customers do not perceive the promotion as offering a good value, they may be less likely to participate in the promotion, which can result in lower sales and revenue.

To overcome challenges with perceived value in PWP promotions, brands can take several steps:
1. Offer a significant discount: Brands can offer a discount on the promoted product that is significant enough to encourage customers to participate in the promotion.
2. Promote high-value products: Brands can promote products that have a high perceived value among the customer base, such as premium or luxury products.
3. Offer relevant products: Brands can offer products that align with the needs and interests of the customer base, such as products that are in high demand or have received positive reviews.
4. Communicate the value: Brands can communicate the value of the promotion through advertising and marketing, emphasizing the benefits of the promoted product and the savings customers will receive.

PWP Promotions: Top 10 Case Studies

In this in-store promotion, Asahi offered customers the chance to avail of a discounted multi-function speaker for every purchase of Asahi Super Dry beer worth more than $45. They only need to add $19 to get a custom portable speaker.

Top 5 Reasons Why Should You Run a Promotional PWP Offer In-Store

Stirring buzz for its Year of the Tiger marketing campaign in-store, Coca-Cola encouraged consumers to purchase participating products, collect points and just add minimal amount to get high-valued redemption rewards.

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

7-Eleven exclusively launched a collection of Mix & Match Fashion Bags featuring adorable Peanuts characters, including the famous Snoopy. Check out how this PWP rewards program leverage stamp promotion to generate buzz among customers.

How 7-Eleven PWP Merchandise Rewards Turn Customers Into Big Spenders?

How to capture the attention of sports fans? Take a closer look at how Victoria Beer did it with a PWP promotion offering a branded NSW Blues (Rugby team) hoodie.

Victoria Bitter: PWP Promotion for Hoodies

How to leverage purchase with purchase promos to make your summer marketing a hit among customers? Here’s an excellent example from The Bear’s School and DCH Foods.

Summer Promotional Products – Hot Purchase with Purchase Ideas

Taking advantage of the popularity of the anime series One Piece, 7-Eleven offered customers the chance to redeem One Piece-themed tote bags with an additional amount of $39.9. Read more about this PWP promotion in this blog:

Purchase with Purchase: One Piece Branded Tote Bags

Havaianas and Flamingo Bloom worked together to provide their customers with a fantastic summer gift. The brands offered excellent purchase with purchase products that are sure to make their summer memorable.

Purchase with Purchase Products: Summer Promo That Won’t Flop

With Wellcome’s purchase-with-purchase promotion, customers will get a chance to redeem a Doraemon shopping tote bag by purchasing $288 worth of products and an additional $30.

Bump Up Sales With POP Counter Display and Purchase with Purchase Offer

Buffalo x Deli Chef purchase with purchase marketing was offered through a simple POS counter display attached above a cash register screen. Customers got the chance to get branded kitchen merchandise upon transactions.

Purchase with Purchase Offer – Brands Advertise With POS Counter Display

This purchase with purchase idea by Slush Puppie became a hit in the UK. Order a Slush Puppie to purchase a branded drink bottle to drink it in.

Branded Drink Bottle As Purchase With Purchase Item for Slush Puppie

How Can ODM Help?

Keen to create your very own purchase with a purchase promotion? Send us your inquiry for more ways and explanations on how you can vastly improve your business. Our product designers will be able to provide you with multiple unique and interesting ideas for you to wow your audience and increase brand recognition. The specialists here are capable of assisting you throughout every process to ensure a pleasant experience. Contact ODM now!

PWP Promotions FAQs

All you need to know about purchase with purchase promotions!

What is a Purchase With Purchase (PWP) promotion?

Purchase With Purchase (PWP) marketing strategy is a sales promotion technique where a product or service is offered at a discounted price to customers who have already purchased another product or service. This strategy is designed to encourage customers to make additional purchases, while also rewarding them for their loyalty.

What are the benefits of PWP promotions?

The benefits of PWP marketing strategy include increased sales, increased customer loyalty, and increased customer satisfaction. By offering customers a discounted price on a related product or service, retailers can encourage them to make additional purchases. This can lead to increased revenue and profits. Additionally, customers who feel valued and appreciated are more likely to return and make future purchases.

How can retailers ensure the success of a PWP marketing strategy?

Retailers can ensure the success of a PWP marketing strategy by carefully selecting the products or services to be promoted, setting realistic goals and expectations, communicating the promotion effectively to customers, and tracking the results of the promotion. Additionally, retailers should ensure that the promotion is well-timed and well-executed to maximize its effectiveness.

What is the difference between Purchase with Purchase Promotions (PWP) vs Gift with Purchase Promotions (GWP)?

Purchase with Purchase Promotions (PWP) is a promotional tool that allows customers to buy the promotional product. Gift with Purchase (GWP) is also a promotional tool but offers a free promotional gift packaged in a bundle to encourage the purchase of another product.

Why should my business use PWP?

Purchase with Purchase Promotions (PWP) is a good way for a brand to increase its brand exposure without being at the expense of distributing freebies. It is a better alternative than Gifts with Purchase (GWP) when the brand does not intend to splurge on the marketing budget.

What type of promotional products should my brand offer when using Purchase with Purchase Promotions (PWP)?

Promotional products are not limited to any design or product. The ODM group can personalise various types of products for our clients. Ideally, promotional products should align with the target consumers' needs and be cost-effective.

Reusable Retail Bags from Carrefour