I received an email this weeked from Best Buy about private shopping hours for their Reward Zone members. Figuring that I had some Christmas shopping to do anyway and the email offered double points in the loyalty program, I decided to go.
Monday, November 10, 2008
And the reason that I'm writing this post is because Best Buy pulled this off amazingly well. When I arrived, they checked my card which I was expecting. But then they also gave me a raffle ticket (held every fifteen minutes) and offered me a free drink.
The drinks were inside on of their higher-end fridges that had been set up at the front of the store. It had all the information about it, as well as the price tag. If you were in the market for a fridge, they got you to engage (yes, I know I'm using a buzzword) with it by opening and seeing how much room was inside. Very clever.
The next thing I noticed was that I couldn't turn around without practically tripping over a sales person. Best Buy had the place staffed like it was the busiest day of the year. Every few steps I had someone asking me if I was finding everything alright, and if I'd heard about this deal, or if I had any questions.
After being there for a little while, and carrying around more stuff than I had intended to buy, I realized the true genius of the plan. Everyone who went into the store that night was intending to buy something. Yes, they had to pay for the staff to be there, the $50 raffle prizes, and drinks but in return they were getting a very high-intent group of customers coming in. And, without the pressure of running in over lunch, or just running in to grab something specific, I browsed and came out with a wishlist on top of my purchases.
What are you doing to put your customers into high-intent situations?
Image by Vincent J Brown