Sunglass Hut: One Simple, Smart Marketing Move

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Sometimes small businesses get overwhelmed with the idea of creating marketing campaigns. They often think effective marketing has to be expensive and intricate. But the truth is, sometimes the best marketing comes in the form of simple, smart moves. One example comes from Sunglass Hut.

When you buy a pair of sunglasses at any Sunglass Hut, they’ll ask you if you’d like to purchase one of their cleaning kits. Great. But did you know that if you do, they offer free refills of the cleaning solution for life?

Pretty smart, eh? Here’s why:

  • Doing so means you’ll come back into the store. Getting customers in the door is always key in retail.
  • By getting customers in the door, they’re more likely to make a repeat purchase – they see new merchandise, engage with sales executives, etc.
  • Offering “free for life” increases loyalty and brand stickiness.

The company offers several other smart marketing examples such as free shipping, fittings and returns. For marketers who understand the psychology of “free,” you know these are smart moves. You don’t have to be a large corporation to implement some kind of repeat business campaign. Maybe you can’t afford to provide free shipping or products, but I bet you can afford to give loyalty discounts or other creative reasons for a shopper to return to your store. Perhaps it’s a free pair of earrings with every necklace purchase during the holidays, or a Free Refill on a shopper’s Birthday. Get creative and remember, you’re trying to get them back into your store – online or off – to encourage additional engagement.

Marketing doesn’t have to mean a huge, flashy campaign. The best marketing keeps the customer in mind, and looks at offers and promotions from their perspective.