![]() ![]() Therefore, Monopoly and the grocery stores are recuperating some of the money to make this campaign a reality. Zak.com is also likely paying to have its advertisement in this campaign. By advertising in Safeway, zak.com is getting access to their target market: members of the family who do the cooking. But, because of this coupon, I went online to look it up. I had never heard of zak.com before this promotion. ![]() ![]() Another aspect that I thought was interesting was the fact that Monopoly let other retailers submit coupons for their stores. It might be just me, but gravy is typically a Thanksgiving food for me. For example, out of my 17 cards, I received 4 coupons for gravy …in February. The coupons are for products that are generally off season or that are not selling well. Or they can be for a coupon for another retailer or even for a chance to win a sweepstakes.Įven though I’m not a big supporter of getting customers used to coupons or giving away free things, I think that this is a great way to get shoppers coming back. They could be for an “instant win”, aka a free product. As you will see below, these coupons could be for a sale on a product. And most of this “money” will be wasted as shoppers fail to assemble all of the game markers and simply throw their cards in the trash. The front of the game card touts that there are “over $250 million in prizes and money saving offers.” While some of this will come from the prizes mentioned above, a great deal will come from coupons. Nevertheless, shoppers are more likely to win some of the smaller prizes, which will keep shoppers engaged in the game until the promotion ends. So, they are hoping that those two game markers actually end up in the trash and the $1 million prize never has to be paid out. Monopoly is counting on the fact that not all of the shoppers will participate in the game. This means that only two tickets of on of those unique game markers will be printed. There are two of those prizes available in the entire country. When it comes to the $1 million dollar prize, in particular, the chance is almost zero. The likelihood of a shopper finding that last game marker however is very unlikely. And, thus, they will become more likely to get excited at the idea of going grocery shopping at Safeway. As soon as shoppers put their first game markers on the board, they will be less likely to abandon the game. ![]() This is the idea of the Ikea effect: a cognitive bias in which consumers place a disproportionately high value on products they partially created. So, I’m itching to go grocery shopping again.Īlso, asking users to physically put the markers on a Monopoly board creates an emotional connection between the shopper and the promotion. For example, I currently have several real estate locations with two or three game markers and I’m itching to get my hands on the last one. The idea of the game markers are to keep shoppers coming back. However, prizes with a value larger than $5,000 require five or eight game markers. In general, four unique game markers are needed for a prize. When a shopper collects all of the game markers in a real estate location on the game board, they can claim the prize. These game markers are equipped with glue strips similar to those on envelopes. Each card comes with four game markers that can be applied towards winning a prize. This card is actually a pamphlet with several aspects to it. When a shopper visits one of the participating stores, including Safeway, they earn a monopoly card, in a sense. The name of the game is increased shopper involvement for increased shopper loyalty. While price may be the strongest motivator during a recession, during times of economic prosperity, customers are looking for experience. With the economy finally headed in the right direction, Safeway is trying to find a way to compete without cutting prices. The grocery store chain has teamed up with Monopoly and other brands to increase customer involvement. Safeway has come up with a marketing triple threat. Spotify builds loyalty with year-in-review.Facebook integrates acquisitions causing push back.The Personalization of Streaming Services.How does Instagram track your Google Searches?. ![]()
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