If you have walked past a new shop or restaurant in London lately, there’s a chance you’ve seen people queuing outside the door. Social media buzz and well-planned campaigns do play a role, but launch-day giveaways are creating the most hype.
Businesses are Taking Inspiration from the Online World
Digital businesses have understood for quite some time that lowering the barrier to try a product is the best way to increase the likelihood of someone becoming a paying customer. Streaming services tempt users by introducing free trials or even introductory offers.
Amazon, in particular, has free trial periods to encourage new subscribers to their platform, as well as offering free next-day delivery.
Sky has also introduced rental credits for VIP customers, so people can rent a single movie, free of charge. The iGaming sector takes things one step further. Online casinos use welcome promotions that include multiple bonuses.
The Sky Vegas welcome offer, for example, awards 50 free spins or £10 in live bonuses. Giving customers the autonomy over the discount they opt for makes it easier to cater to different demographics.
Outside entertainment, restaurant chains like McDonald’s offer a similar approach by giving away free food items via a digital app, which the user can choose from when certain point tiers are met.
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Not only does this increase brand loyalty, but it’s a way for brands to connect more with their target audience, and when managed digitally, it allows for full control.
The Impression of Popularity
A packed opening day encourages passers-by to assume that the venue is worth visiting. When this social proof is shared on Facebook, Instagram or TikTok, businesses can get publicity without having to pay for traditional advertising.
Many businesses in London encourage customers to register for memberships or even download an app before a reward can be claimed, giving businesses valuable data while opening the door to future loyalty rewards and personal promotions. These can run long after the initial promotional period has ended.
One of the newest businesses in London that has embraced giveaways and freebies is Popeyes. When their London restaurant opened, the first four cars received a free Deluxe Chicken Sandwich for a year, and the first 100 customers got a free chicken sandwich.
Vietnamese chain HOP took a similar approach, offering 500 free HOP boxes to those who register online before attending the restaurant.
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Diners who visited the restaurant were also given the chance to choose between popular dishes, including Lemongrass Chicken and Chicken Coconut Curry.
Retailers are partaking in the trend too. When Decathlon opened its store inside Ikea, the first 100 customers received a Quechua backpack and a £20 voucher, but only if they signed up for a free membership account.
As London’s retail and restaurant scene becomes more competitive, it’s expected that there will be a rise in launch-day giveaways, whether it is exclusive merchandise, rewards or free food. Humble grand openings are turning into marketing opportunities that not only boost loyalty but also create unique opportunities to gather long-term data.