Woolworth's Discovery Garden promotion is on the flop because customers are sick of collecting
- New spring promotion from Woolworths can be flop according to the industry expert
- Woolworths launched the Discovery Garden promotion for spring on Wednesday
- The promotion gives free seedling sets to customers who spend more than $ 30
- However, an expert has warned that collectible fatigue can influence promotion
Woolworths long-awaited Discovery Garden promotion is likely to flop because consumers are tired of collecting, an expert has warned.
The supermarket is launching its new campaign in Australia on Wednesday, after a similar idea was successful in New Zealand and South Africa.
Customers receive a free seedling package when they spend $ 30 or more in the store and there are 24 varieties of flower seeds, herbs and vegetables to collect.
Gary Mortimer, associate professor at the QUT Business School in Brisbane, told the story Financial Overview he does not expect the promotion to continue in the same way as the immensely popular Lion King Ooshie campaign.
He said that customers are probably tired of the madness after Coles launched her Little Shop 2 collection at the same time.
A new promotion from Woolworths that encourages people to grow their own vegetables has the potential to flop because of customer fatigue, an expert has warned
Woolworths launches its Discovery Garden promotion on Wednesday after a similar idea was successful in New Zealand and South Africa
& # 39; It probably won't have the same elevation as Ooshies, simply because consumers are getting tired of the & # 39; s, & # 39; he said.
& # 39; They (Woolworths) had a very strong recovery with Ooshies and ideally they could have left this for a year and run it the following year. I really feel like we got rid of Little Shop and Ooshies and move on to the next one. & # 39;
Woolworths Group CMO Andrew Hicks said the goal of Discovery Garden was to inform Australians about the benefits of growing fresh food.
& # 39; Learning about fresh food, where it comes from, how it grows, how long it takes to grow, whether it is easy or challenging, are all questions that encourage meaningful discussions at home, at school and even at work, & # 39; Mr. Hicks said.
Gary Mortimer, senior teacher at QUT Business School, told the Financial Review that he does not expect the promotion to work in the same way as the Ooshie campaign
Dr. Shane Norrish, CEO of Landcare Australia, reiterated Mr. Hicks' feelings.
& # 39; With a program such as the Woolworths Discovery Garden, children of all ages can learn about biodiversity and how to grow their own food, & # 39; he said.
Each seedling set is supplied in a cardboard package with useful information and instructions.
The seed identification label is also made of cardboard, while the pot is made of plant fibers and the bottom pellet is made of coconut husk.
DISCOVERY GARDEN SEEDINGS
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