BP - Grab for Cash
To upsell BP convenience store customers to purchase 3 shop items during a flat economic period and combat the aggressive fuel coupon discounting of Coles and Woolworths by encouraging repeat custom.
Execution...
SAM developed the 'Grab for Cash' promotional that ran in BP outlets. Customers purchasing 3 shop items (fuel and tobacco excluded) entered a draw to win 3 minutes in a 'grab for cash' machine and the opportunity to pocket up to $33,000 in cash. BP staff were also encouraged to back the promotion and a visual merchandising competition was run at the state level. The stores with the most creative point of sale displays won fuel vouchers for staff to share.
Results...
The response to this promotion was exceptional with over 630,000 customers purchasing 3 products or more in a 2 month period. By running this promotion BP gained a significant return on investment with increased shop sales and profitability. SAM also received positive feedback from BP Business Managers that customers were drawn to the high impact point of sale advertising material created for the promotion.
Footnote...
Sales promotions with cash prizes, cash equivalents (i.e vouchers) and cashback offers continue to be the most successful promotions for SAM's customers.
