Famed Japanese animation franchise Doraemon are generating buzz at 7-11 outlets. There are large POS displays in stores offering a variety of products to drive impulse purchase sales. A number of promo mechanisms are used such as PWP or GWP based on stamp collection.
Items in the range include earphones, plastic figurines, tote bags and phone holders featuring the characters of the show.
The promotion mechanism used is a primarily redemption campaign. Collect stamps with every purchase at 7 11 to stand a chance to redeem all character’s plastic figurines. For other premiums such as the tote bag, they can be obtained by topping up a fixed sum with the required stamp numbers.
This encourages consumers and fans of the franchise to shop at 7 11 often to participate in this campaign helping drive sales for 7 11 and give brand differentiation to 7 11 convenience stores.
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