Week nine: Sales Promotion and Personal Selling

Smashbox’s sales promotion effects the behavior of their consumers. They have great sales promotion tactics (especially online sales promotion) and it gives people a ton of incentive to purchase their products. Smashbox offers coupons, premiums, loyalty marketing programs, and point-of-purchase promotion.

Coupons- is a certificate that entitles consumers to an immediate price reduction when they buy the product.

Ex: Online at couponsnapshot.com they offer a coupon promotion code- to receive $15 off your first order of $75 or more on smashbox.com. This specific coupon attracts new customers and is a great way to encourage product trial and repurchasing. 

Premium- an extra item offered to the consumer, usually in exchange for some proof of purchase of the promoted product.

Ex: Online at smashbox.com, LET’S DO LUNCH is a shopping special that encourages consumers to purchase products online on Tuesdays and Thursdays and checkout between 9am-2pm pst, and if you do you will receive a free gift! (that will appear on the order confirmation page after your order has been submitted). This promotion truly reinforces consumer’s purchasing decisions, and increases consumption. 

Loyalty marketing programs or frequent buyer programs- rewards loyal customers for making multiple purchases.

Ex: Smashbox uses these programs which in turn builds long-term, mutually beneficial relationships between the company and their key customers. Online at smashbox.com they offer free rewards called the Smashbox pretty points program. It allows you to earn points for reward certificates, and gets you FREE gifts every time you shop! For every dollar you spend on their website, 5 pretty points will be added to your account.

Heres what you get:

Rewards certificates: once your account hits 500 earned points, you’ll receive $10 rewards certificate.. TOTALLY AWESOME!

Free bday gift: you get an extra-special FREE gift set during the month of your birthday. (Feel special and have a closer relationship with the one and only Smashbox).

Bonus deluxe sample: an extra deluxe sample will be automatically added to all your orders.

Sampling- promotional program that allows the consumer the opportunity to try a product or service for free.

Ex: Smashbox loves giving their customers samples. It constantly spreads the word about their amazing different products and creates lots of interest. It sure is a great way to get us to try their products (which we fall in love with and end up wanting to get). 

Online sampling- on their website they allow us to choose 1 of 3 FREE samples with every purchase (which I mentioned earlier). 

At Sephora (retail store in which Smashbox is sold) offers samples as well. If you ask nicely an employee will make a sample of any Smashbox product you would like to try out. This insures that we love the product before we invest in it!

P-O-P (Point-Of-Purchase) Promotion- a promotional display set up at a retailer’s location to build traffic, advertise the product, or induce impulse buying.

Ex: At Sephora the Smashbox display is very CHIC. It immediately captivates my attention and I’m sure the rest of the audience in the store as well! Everything on the shelves of the display is labeled, very organized, and stands out (P-O-P)! In conclusion, it makes it pleasant and easy to find what you need.