For several years now, ELON has been the main sponsor of the Eurovision Song Contest in Sweden. During the whole time that the contest is live, this is followed up with offers in the stores, and on elon.se. The company is also present during the different contests around Sweden, where the visitors among other things can win gift cards for 100 SEK.
”The cooperation with the Eurovision Song Contest makes us able to spread a little bit of tinsel and glamour in our stores, which white goods are not usually associated with”, says Andreas J Vennerstrand, Head of Marketing at Elon. ”Thus there is a little extra bling connected to our campaigns during these weeks, and that also goes for the give away gift cards that goes to the audience during the events. To give away gift cards is a great way for us to drive traffic to our stores”, explains Andreas.
Customers that bring gift cards to a store are less price sensitive and tend to spend much more than the value of the gift card. This is also the case when gift cards are used in campaigns.
”It is fun that Elon has been thinking ”party, bling and glamour” throughout their campaign. Everything from the events in the different cities, to the experience in the stores, all the way to the customers that receive a gift card with extra bling. The gift cards have added metallic glitter to the colors, which gives the cards a starry effect”, says Kerstin Svensson, Head of Sales at Retain24.
ELON is a chain of independent dealers and is one of Swedens largest chain of white goods stores, with 190 stores spread over the country. You can shop for white goods and electrical appliances in your local store and on elon.se. ELON also offers home delivery, installation, and to remove the customers old white goods.