POS printing boosts Glasgow marketing activity in Morrison’s stores
June 2, 2011 by Lyndon
Morrison’s supermarkets in Glasgow are partnering with Celtic and Rangers Football clubs as part of an in-store initiative to offer shoppers discounted entry to their football coaching schools.
The promotion runs until 12th June in 32 stores throughout western Scotland. Using a variety of advertising channels, the promotion has encouraged repeat visits to Morrison’s stores by encouraging customers to spend a minimum of £40 over four shopping sessions within a six week period to allow them to book a place on the Celtic and Rangers football coaching schools at half the normal price.
Along with advertising in local press and some PR activity within selected Morrison’s stores, the Celtic and Rangers tie-in has also been promoted using POS printing. Glasgow and the surrounding areas are known for its two rival football clubs and this promotion is a way to not only capitalise on the area’s passion for sport but to also raise awareness of how important a healthy lifestyle is. Each football club will run their promoted courses for children aged between five and 14 years old.
Sales uplift has been seen by various local businesses in the past that have combined press advertising and PR with POS printing. Glasgow’s Morrison’s stores may expect to see a similar sales uplift in repeat visits on the back on this promotional activity, as POS printing completes the loop between a customer seeing a press ad and going in store. This gives them a higher propensity to follow the call to action featured in the point of sale message.