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CHRISTINA FRANCIS
Buying a digital camera, upgrading your mobile phone or shopping at
your favourite mall might just be your ticket to a well deserved holiday.
In a bid to woo customers and create a sense of brand loyalty, store owners and
retailers are now cashing in on latest new trend in the incentive market —
travel awards.
From domestic tours to international holidays, there's
a lot on offer this summer. D. Rajesh, head of AP Operations, Sangeeta Mobiles
says, "Customers who shop for a certain amount are automatically gifted a
holiday from a list of predetermined destinations."
The
package usually provides free accommodation in a three star hotel for three
days and two nights. "The thought of finding an affordable accommodation
always bogged me down when I planned a holiday. This travel voucher actually
lured me to take time out for a well deserved break," says Vikram Singh who
won a trip to Khajuraho on the purchase of a digital camera.
In a world where the customer is regarded as the undisputed king, driven
by the 'value for money' concept, such marketing strategies aim at building
a long standing relationship with clients. "An increase in competition
is what makes such incentives a determinant to your success," says Heena
Akhtar, CEO, TraveloPort who reveals that there has been a great increase in the
number of corporates approaching them with requests for bulk bookings and custom-designed
travel plans. "Discount coupons, free meals at restaurants etc are considered
passe now. If you want to gift something that will be remembered it has to be
a holiday. Mobile companies, insurance firms, multiplexes etc are going in for
anything from a simple weekend holiday to international holiday packages
as customer rewards," adds Heena.
This motivation tool to increase
business volume and build customer loyalty works because you are able to deliver
an experience. And with summer hitting it's peak, people are lapping up such offers.
As Ajit Cherian, an investment banker who bought a laptop and ended up going on
a holiday to Darjeeling says, "If it was just another discount coupon I wouldn't
have cared about it. But when they gave me a free stay at a hill station, I just
couldn't resist the offer. We took out time from our busy schedules and it worked
wonders for our kids."
Other popular holiday destinations
include Goa, Kodaikanal, Musorrie and Nanital. Ramakrishna Mah-adev, manager,
Third Eye says, "Customers actually come asking for 'summer holiday gifts'
and these incentives guide their purchases now."
So grab
your shopping bags and get set to escape the summer heat. |
Source: Deccan Chronicle, Edition:
Hyderabad
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