As the festive season gains momentum, businesses have jumped on the bandwagon to advertise their merchandise using different platforms to attract customers, especially as sales might have been slow this season. One of the approaches firms are using is sales promotions. According to experts, when done correctly, using the right channels, promotions ‘loosen’ up customers, giving them an incentive to take action before a limited-time offer expires. “In terms of conducting promotions, we recognise that the holiday season is a time when consumerism is at its highest. People are willing to spend to spread joy to others. Many people order for food to share with friends and family,” ,” notes Alissa Orlando, managing director of Hellofood Rwanda. She adds that the online delivery service provider has joined other firms and is offering exclusive discounts to spread the ‘Christmas spirit’ besides trying to position itself to cash in on the people’s willingness to spend and enjoy good food with loved ones over the holidays. She says the firm usually gets many orders during the holiday season. “This was surprising to me initially because several of our regular customers are on vacation outside Kigali. However, the Diaspora people and people’s desire to give themselves a treat during the festive season more than makes up for any lost sales from regular customers,” she adds. Offering free goods, discounts and special buying opportunities to regular customers shows you value their patronage and keeps them coming back. Emmanuel Niyirora outlines some methods used when starting promotions: n Offer discounts to customers when they reach specified spending targets - for example, 10 per cent off their next purchase if they spend about Rwf100,000 on items in your store. Limited time offers can encourage prompt purchases, but you must publicise the scheme. n If you sell a high-volume, low-value item (drinks, for example), give customers a card to be stamped with every purchase. Reaching a target number, qualify them for a free drink. If you sell assorted items, a plastic swipe card storing points that translate into discounts is a better option,” he added.
