Couple of months ago I went gold shopping with my Mother and we landed in this huge gold showroom which was newly inaugurated in the heart of the city of Kochi in Kerala. Well we did some shopping and while collecting the bill we received a huge packet containing a six-metre traditional Kasav saree. To begin with Kasav sarees over the years have evolved both in style, colour palettes and much more. However, the traditional ones are still in demand and are worn on all auspicious occasions especially on Onam by Keralites. I enquired with my Mother out of curiosity, why did the shop owners give such an expensive saree for such a small purchase that we made here.
My Mother replied, “This is a new store of Alapatt Heritage and to generate goodwill and attract customers is on their mind as of now”. Another gold store nearby called Malabar Gold was giving out packets of Payasam mix and a vacuum flask to all those who make a purchase from their store. Onam was around the corner and most retailers had a smile on their faces as this is the auspicious occasion for many of their customers to buy gold and other utilities.
In India, most of the promotional gifts have a huge sentimental value attached to it; keeping in mind the emotional women customers. A saree and a vacuum flask is something that most women in India cannot do without. Many of these freebies also attract many customers to the store, if not to make a purchase then at least to take a peek at the new collection at the store. So ideally, promotional items can generate a lot of buzz more on a local basis to pull the prospective buyer to the store.
In India, an average buyer will consider his budget before making a purchase. A product here is required to be projected as a necessity to its target audience than as a luxury item to attract more buyers. This is a basic ideology behind a product meant for masses. Something like gold, amongst Indians has a sentimental and emotional value mainly as we connect them to festivities and gods. Hence, gold though a luxury item is also a necessity to the masses. To make it seem affordable to almost every income group, a certain discount or a giveaway gift is given with every gold purchase made.
A freebie will create the goodwill required for the retailer to sustain himself in the business and also generate the much required customer loyalty. This customer dedication will ensure the more visits by the same thereby building clientele and also recommendations from these clients to bring in more prospective customers.