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Promotional games at retail stores increase consumer spending

Games of chance are potential goldmines for both brick-and-mortar stores and online retailers.

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Photo by Artem Beliaikin from Unsplash.com

Shoppers who win retail discounts through scratch-off tickets or other games of chance are more likely to make a purchase, and spend more money, than customers offered standard discounts that apply to everyone, according to a new study led by the University of Connecticut.

Games of chance are potential goldmines for both brick-and-mortar stores and online retailers, said Stefan J. Hock, UConn assistant professor of marketing and the lead author of the study in the Journal of Consumer Research.

“Winning a discount affects perceptions of luck, which leads to positive store attitude, which, in turn, increases shoppers’ likelihood of making a purchase and their overall spending,” said Hock.

Surprisingly, even when the discount won from a promotional game is smaller than a traditional discount — say only 10% versus 20% — researchers still saw the same phenomenon.

Hock, together with professors Rajesh Bagchi of Virginia Tech University and Thomas M. Anderson of the University of Colorado, compared won discounts with straight discounts in terms of conversion rates (the likelihood of making a purchase) and overall spending, across seven studies in 2017 and 2018.

The largest study looked at the behavior of 1,073 customers of a mid-sized, U.S.-based e-commerce company that specializes in interactive video tutorial. All others examined the behavior of college students and ranged in size from about 200 to 500.

The researchers found that discounts obtained from promotional games always generated greater likelihood of purchase and overall spending, ranging from a 42% to 213% increase.

Of note, shoppers who believe in luck got a confidence boost from doing well in a game of chance and this ‘lucky day’ phenomenon seemed to give them greater buying confidence. That was particularly true when the shopper was looking for a self-indulgent item, versus a necessity.

The pleasure derived from scoring a discount at a retailer seems to have a lingering impact, with the shopper developing a good association with the retailer. In one study, Hock and his colleagues found shoppers said they would be willing to go farther to buy an identical item (in this case a candle) from the store that had offered the promotion, rather than selecting a closer competitor.

Retailers Should Use Games Strategically

In the U.S., discounts and promotions account for more than 25% of total sales of consumer goods.

But some large companies, including Forever 21 and J. Crew, frequently employ games of chance, with customers taking part in a game with uncertain outcome. In fact, it was a scratch card presented to Hock at a prominent clothing store that triggered his interest in the study.

The increase in sales was driven by more consumers buying rather than a smaller group of consumers each buying more. Because games of chance increase the likelihood that customers will buy, stores benefit from a larger customer base, which grows the retailers’ long-term profitability.

“What we’ve learned is that this type of promotion can be cost effective for the merchant if the ‘chance’ discount is the same or even less as what a retailer would offer for a straight discount,” Hock said.

Managers can use these games strategically as a cost-efficient way to enhance store loyalty and build brand equity. However, Hock cautioned, the tactic can be overused.

“My word of caution, though, is that it should be used sporadically. If I ‘win’ a discount every time I shop, there’s no perception of luck or chance,” Hock said. “Since many brick-and-mortar stores are struggling, this may be a small piece of the puzzle that helps them generate higher sales.”

NewsMakers

USANA Philippines celebrates 15-year anniversary

Beyond awards, the community it empowers is the true measure of success. From employees to Associates, life-changing opportunities allow them to grow both personally and professionally.

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USANA Philippines recently celebrated its 15-year anniversary in it its ongoing mission to maintain wellness. Company executives, ambassadors, Associates, and product users all attended this grand celebration — a testament to the unwavering commitment to reach one million families worldwide.  

Since its launch in 2009, USANA Philippines has received numerous accolades: Named among the best companies to work for in the country by the HR Asia Awards; Winning the prestigious Linchpin Award from the Asia Pacific Enterprise Awards (APEA); Recognized by Euromonitor as the Number 1 Vitamins and Dietary Supplements Brand in the Philippines for five consecutive years. 

But beyond awards, the community it empowers is the true measure of success. From employees to Associates, life-changing opportunities allow them to grow both personally and professionally.

When Analan Omambing, assistant customer service manager, joined USANA she was shy and introverted, but the support she’s received has pushed her to step up as a team leader.  “The career growth and personal development I gained here have transformed my personality significantly,” she says.  

USANA Philippines also creates ways to form meaningful relationships.  

“Direct selling, especially USANA, is all about relationships,” says Aurora Gaston, vice president for sales development.   

As the first employee hired by USANA Philippines, Loudelle Cinco, USANA’s regional controller in the Philippines, Thailand, and Indonesia has experienced it all.  

“One of the things I treasure is the friendship, having a family in USANA. This position has paved the way to building great and lasting relationships.”  

Over the past 15 years, USANA has seen a shift in their Associate’s perspectives — from a focus on individual success to embracing a more collaborative and inclusive view of the community.  

“This comprehensive development approach underscores USANA’s commitment to not only enhance the lives of our Associates but also empower them to make a meaningful difference in the world” shared Cherry Dionisio-Ampig, general manager for USANA Philippines.  

USANA consistently strives to make an impact by being responsive to shifts in consumer behavior. Changes made over the years include strengthening the brand through collaboration, embracing the evolution of social media, and ensuring Associates can effortlessly introduce USANA’s products to the world. And as USANA Philippines celebrates this milestone, its vigor to sustain wins and touch more lives grows even stronger.  

“We are dedicated to ongoing research and innovation to develop products that not only meet — but exceed — the expectations of families worldwide. By focusing on efficacy and quality, we aim to be the trusted partner in every family’s journey towards maintaining wellness” Cherry says.   

The 15-Year “Ignite the Vibe” celebration was held at the Marriot Hotel Grand Ballroom. It’s the final touch to the anniversary festivities that kicked off with a Thanksgiving Day event in January.

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NewsMakers

Independence Day at Ortigas Malls celebrates Filipino heroes, culture, music

On June 12, GH Mall, Tiendesitas, and Estancia will kick off their Independence Day celebrations in exciting ways, and shoppers shouldn’t miss them.

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Independence Day (Araw ng Kalayaan) is a celebration of historical and modern heroes who have fought for Filipinos’ freedom. As we welcome the annual holiday, Ortigas Malls has prepared a series of events and activities that highlight our history and colorful culture.

On June 12, GH Mall, Tiendesitas, and Estancia will kick off their Independence Day celebrations in exciting ways, and shoppers shouldn’t miss them:

Greenhills

Starting at 10am, GH Mall will hold a Pagtaas ng Watawat (flag-raising ceremony) at the East Wing Atrium of GH Mall. A Marching Band will also energize shoppers at 12pm.

From 3pm to 6pm, there will be an entertaining and educational Likhang Sining at Kalayaan presentation by the Tanghalang Tula, Kundiman at Katutubong Sayaw. This wonderful display of talent will highlight our beloved Filipino culture through different facets of art.

Shoppers can also marvel at the extraordinary Philippine flag display at GH Mall made out of 1,400 origami flowers courtesy of Origami Philippines. The origami flowers symbolize the enduring bonds and deep-rooted friendships that define Filipino culture. Feel free to take photos in front of the display and share it on social media!

Tiendesitas

Known for being a home of local goods and handicrafts, Tiendesitas is celebrating Independence Day with a whole day of musical performances. Start the day off with a heart-thumping Marching Band performance at Level 1, Food Village from 10am to 11:30am. Musika’t Kalayaan at Level 2, Food Village will delight shoppers with Filipino tunes from 3pm to 9pm.

Estancia

Estancia Mall will also showcase local music for its Independence Day celebration. From 10am to 7pm, shoppers can sing and dance to their favorite P-pop songs at the P-Pop Music Fest: Hiraya at 2/F East Wing. They can also catch the Independence Day Marching Band performance on the ground floor of the East Wing from 11am to 12pm. 

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Red Bull Dance Your Style returns

The winners of each qualifier will advance to the National Finals, happening on September7. The winning finalist will proudly represent the Philippines in the upcoming Red Bull Dance Your Style World Finals in India, scheduled for November 9, 2024.

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Red Bull Dance Your Style, the  global 1-on-1 street dance competition renowned for its emphasis on freestyle and improvisational skills among dancers, is returning to the Philippines for its third consecutive year.

Following its highly successful previous editions, Red Bull Dance Your Style is back to ignite the streets of the Philippines with even more explosive battles, spotlighting the incredible talents of the country’s top dancers. Each round of the competition will challenge dancers to show off their talent and creativity as they battle it out to a random selection of songs, ranging from iconic classics to contemporary dance hits.

What sets this electrifying dance competition apart is its unique battle format, where the audience holds the power to crown the victor. This distinct setup fuels the atmosphere, empowering dancers to unleash their full potential and captivate the audience with every move.

Red Bull Dance Your Style Year 3: Spreading the Beat Across the Nation

Red Bull Dance Your Style’s much-awaited comeback is taking the battle beyond the streets of Manila to every corner of the archipelago. The competition is open to Philippine residents, aged 18 years and above, who exhibit exceptional skill, dedication, and passion for street dancing. The quest to find the next wave of top Philippine dance talents will reach four major cities: Baguio, Manila, Davao, and Cebu, culminating in the qualifiers in Davao (June 29), Cebu (July 13), and Manila (July 27).

“We are so excited to have the third edition of Red Bull Dance Your Style in the Philippines,” said Philippine All-Stars legend Lema Diaz, who is returning as this year’s dance consultant. “It’s definitely gonna be bigger and better this year!”

Diaz shared that Red Bull Dance Your Style has expanded its search for the top Filipino dance talents for its third year in the Philippines. “This year, we have included North Luzon (Baguio) and Mindanao (Davao) in the mix for our search for the dancer who has charisma, skills, and passion,” explained Diaz. “Expect a tougher competition this year.”

She added, “Since its first edition, Red Bull Dance Your Style has brought the dance community closer and we have grown a lot stronger. It has been an avenue to come together and collaborate, learn from each other, and inspire one another. Every year is a chance for us to keep that momentum and witness greatness from our local dance community.”

Diaz offered her expert advice to this year’s aspiring dancers saying, “It’s important to show your dance, be you. Be confident and embrace your strength. Be prepared to perform for the crowd, they will be rooting for you. Don’t forget to have a lot of fun!”

The winners of each qualifier will advance to the National Finals, happening on September7. The winning finalist will proudly represent the Philippines in the upcoming Red Bull Dance Your Style World Finals in India, scheduled for November 9, 2024.

Follow the Red Bull Dance Your Style journey and stay tuned for more details about the upcoming auditions. Don’t miss out on the chance to be part of Red Bull Dance Your Style Philippines. See you on the streets!

For more information and updates regarding this year’s season of Red Bull Dance Your Style, visit the official Red Bull website and the following social media pages (Facebook | Twitter | Instagram | Tiktok )

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