An Australian bath gel has seen a massive increase in sales revenue since it took part in the monstrously successful Coles Little Shop campaign.
According to The Australian Financial Review, the decision of Pental, an Australian manufacturer of household chemicals, to add its White King Power Clean toilet gel to the range of mini-collectibles allowed them to achieve a 50 percent increase in sales. .
Pental Chief Executive Charlie McLeish spoke with AFR and said he was happy that the company had accepted the promotion.
Pental's White King bath gel has seen a massive 50% increase in sales in the last two months, and it all comes down to the massive Coles Little Shop campaign.
McLeish said the company had to pay to participate and, although he did not disclose the number, he said it was similar to a normal increase in the promotion campaign.
Interestingly, McLeish also revealed that it was not the only cost.
"We had to pay for the manufacture of the collectibles," he explained.
McLeish said the brand would use the biggest sales to help the company enter the Chinese market.
& # 39; It has been a ripper. I'm glad we took the opportunity and not one of our competitors, "he said.
Meanwhile, an expert has labeled the Little Shop promotion as "one of the best retail marketing campaigns."
Julie Wrobel, managing director of the branding and communications studio, Algo Mas, made the striking claim in a first-person piece written for Mumbrella.
"Last week I bought two Snickers bars at the Coles check-out to increase my store from $ 57.80 to over $ 60, so I would be eligible for two Little Shop packages instead of one, I do not even like Snickers," he wrote. Mrs. Wrobel.
Not only for children: one expert labeled Coles Little Shop as one of the best retail marketing campaigns & # 39; since it attracted everyone
She said that the ingenious idea of making the brand of plastic toys visible created instant brand loyalty. He also praised the extended reach of the campaign.
"The Coles Little Shop campaign has created, organically, a secondary market for exchanges and rewards of recess time," he said.
During the campaign, and as Coles recognized the growing exaggeration, they celebrated "days of exchange". in the store for customers to exchange their collectable items.
Thousands attended the events in more than 45 stores across the country hoping to complete their collections.
According to News.com.au, the supermarket's main rival, Woolworths, also admitted the defeat, recognizing that Coles Little Shop was one of the main reasons for its poor sales in the first quarter of 2019.
Collect them all: customers had to spend $ 30 to receive a mini-collectible that was packaged in hidden bags so they would not know which item they would receive
Coles launched Little Shop in July of this year, with 30 iconic brands of home products, including Vegemite, Nutella and Weet-Bix, all reduced to a mini-collectable.
Buyers received a collectable item for every $ 30 spent at the store, which they then collected from the bags hidden in the box.
The campaign was a national madness with families that begged people to exchange minis with them on social networks, complete sets reached up to $ 1000 at Gumtree and Facebook recognition groups boasted hundreds of thousands of members.
The campaign ended on Tuesday.
A great success: Coles Little Shop saw thousands bomb their stores on 'exchange days', hoping to exchange their collectables with other buyers to complete their collections.