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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, TravelPort 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, Mussoorie and Nainital.
Ramakrishna Mahadev, 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, Chennai
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Source : The Financial Express
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