At the beginning of the Summer holidays, Allen Solly Junior wanted to engage with their ultimate consumer, that is, kids, and incentivize parents to drop in at their stores, consequently increasing sales. They also wanted to build a database so that they could utilize it to plan future promotional activities. Understanding the pain point of parents during summer holidays – which is, children, spending too much time indoors on their devices and in front of idiot boxes, we curated a set of activity vouchers for kids. The program was aptly named Allen Solly Junior Explorers’ Club – where the children could explore new hobbies via this promotion. They could choose two out of a total of six activities which included baking, dancing, skating, photography, robotics and horse riding. The parents and children were delighted to receive such an offer which they could utilize productively and Allen Solly successfully engaged with their young audience in addition to increasing sales.
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