To drive sales of key Epson products across Europe! RIX Group was tasked with achieving two important goals. Firstly, Epson wanted to encourage customers to trade up and buy genuine ink multi-packs as opposed to buying cheaper, lesser quality inks on an ad-hoc basis. Secondly, Epson wanted to dramatically increase the sales of selected printer models across their network of pan-European retailer partners.The solution had to fit for a wide range of product formats and displays, retail partners and customers. It had to immediately motivate the trade and customers to buy-in with a high perceived added value return. It had to be simple and impactful in its communication – offering a real WOW factor. We think we’ve achieved something totally unmissable by working with Epson representatives and key stakeholders from around Europe to create a fare free flights promotion that will really drive sales.
From experience, we know that travel is highly motivational and translates easily to create impactful results. We also know that customers across Europe build convenient, short weekend flight hops into their leisure time and that flights have a high perceived value. Offering fare free flights fits the brief and the budget perfectly! Using our local travel knowledge and international flight network covering over 45 different destinations and departure locations, RIX Group and Epson have produced something that’s really, well inspirational!
RIX is providing an end to end service which manages all customer travel requests and books flights across a network of flight paths and airlines. RIX has set up localised postal services, website support and local care line contact paths within each of the 20 participating European countries. Importantly, RIX is also providing native language speakers to cater for the diverse customer base. Working closely with the IPM and ASA advisory bodies, RIX has produced very transparent terms and conditions for customers, a simple qualification process and solid, well planned fulfilment. The promotional mechanic drives customers to a website that’s tailor made for each participating country enhancing brand awareness and affording elements of data capture that Epson wants to use to drive future product development and product and service enhancements.
We are able to use our experience in both the travel and sales promotion sectors to help Epson to put together the best solution, to maximise the opportunity for Epson, to extrapolate and forecast results and to set measurable touch points along the way. RIX is well placed to manage a pan-European flight promotion with great success. This campaign launched on the 1 October 2011 and ran on almost 1 million Epson products and received massive positive support and feedback attained from internal channels, trade and retail partners. I has turned into one of Epson’s most bold and high profile campaign to date where 20 European countries worked in harmony, all benefiting from using their individual budgets in a communal way to maximise economies of scale and increase their buying power.
Alberto Raviolo, Head of Consumer Business Unit, Epson Europe