The Joy of Giving goes Global
ARI has extended its 2013 Frontier award winning seasonal campaign The Joy of Giving to six of its stores in Cyprus and Canada.
The Christmas gifting promotion which is in its second year in The Loop in Dublin and Cork has now been rolled out to Larnaka, Pafos, Montreal, Halifax, Ottawa and Winnipeg.
Commenting on the campaign Head of Global Customer Strategy, Nicola Wells said,
“Through our extensive research we were well aware of the many similarities in the purchasing behaviour of our customers in these locations and that gifting is a key reason for purchase especially at Christmas.
The core campaign theme is the joy that consumers get from giving and never more so than at Christmas.
The key challenge was to make our shops more of a destination for Christmas gifting and we have done this by emphasising two key messages “Value” and “Ease of shopping”. Value is highlighted through “Gifts to delight at prices you’ll love” and Ease of shopping through dial up of our Shop and Collect service.
CTC-ARI in Cyprus has adapted all aspects of the campaign and General Manager Garrett Coogan is pleased with the results to date.
“The focal point of The Joy of Giving promotion is in our Sense of Place area and we have adopted a cross category approach so customers can purchase great value gifts from all categories in the one place thus making shopping easier than ever. The display has enticed numerous passengers to slow down to browse and in many cases shop. We are now achieving steady volumes of incremental sales to passengers who may otherwise have headed straight for their gate.”
The promotion which translates as “la joie d’offrir” in French is proving equally popular in ARI’s Canadian locations. According to General Manager Jacques Dagenais many passengers have been particularly struck by the point of sale, describing it as “elegant, warm and inviting and really adding to the festive mood.”
He noted how a simple concept, well executed can work equally well in different languages and countries.