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Once inside, air was blown into the cubicle, and the passenger had ten seconds during which to grab a prize-winning voucher from those circulating inside |
UK. Alpha Airport Shopping has reported an +8% increase in average spend per customer at its Birmingham International Airport (BIA) airside stores, following a new promotion run in conjunction with the airport authority.
The “˜Grab a Gift’ scheme, which took place at BIA for the first time over Christmas, offered passengers spending £50 or more in participating stores ten seconds inside a glass cubicle containing hundreds of tickets. Once inside, air was blown into the cubicle, and the passenger had ten seconds during which to grab a prize-winning voucher from those circulating inside.
Prizes ranged from vouchers which could be redeemed against goods purchased in participating Alpha stores to holiday vouchers worth up to £500. Participating in the promotion were fashion accessory retailer Zinq, children’s toy and game retailer Kidz and Alpha Airport Shopping stores.
Alpha Airport Shopping Marketing Manager Sharon Hammond said: “We were keen to create a campaign which would really drive spending and penetration.
“However we didn’t just want to stage a promotion, we wanted to stage an event. The “˜Grab a Gift’ machine met the criteria as it offered something visually striking and created theatre in the terminal. Location was also key. By positioning the machine outside our Alpha Airport shopping store we were able to drive customers into that area and increase footfall within our key outlets.
“Overall the promotion has been a huge hit with shoppers, injecting fun, entertainment and the element of competition into the shopping experience. This, coupled with the increase in average customer spend throughout the duration of the promotion, proves that “˜Grab a Gift’ has been a phenomenal success.”
BIA Concessions Manager Tom Cassidy said: “With such a huge volume of passengers travelling through the airport during the festive season we were keen to make their experience as enjoyable and entertaining as possible. Feedback on the “˜Grab a Gift’ promotion has been very positive and we will continue to feature creative promotions offering good value to passengers with our airport shopping partners.”
A new promotion using the glass cubicle is planned for Valentine’s Day, when it will be marketed, intriguingly, as the Love Machine.
As reported, Alpha is currently defending its duty free contract at BIA, where bids have closed and a short-list of two drawn up. The company has just been awarded the arrivals cafe contract, under the brand ‘World News Cafe’; it is due to open in March or April. The location is adjacent to a new and enlarged CTN operation, awarded last October to Alpha’s World News brand.
MORE STORIES ON ALPHA AIRPORTS GROUP AND BIRMINGHAM INTERNATIONAL AIRPORT
Birmingham duty free tender shortlist of two due to be named after five “˜robust’ bids – 24/01/05
Alpha Retail secures Birmingham CTN contract – 21/10/04
Birmingham International Airport confirms duty free and food & beverage tenders – 18/08/04
