Usually, the free gift is connected to the purchase's subject matter or consistent with the brand's image. It could be a sample-sized item, a limited-edition product, or some other type of product. The idea is to provide customers with an additional incentive to buy, adding value to their purchase and encouraging them to choose one brand over another.
Gift-with-purchase campaigns are not just for individual brands; they may also be used in brand partnerships. In a brand partnership, two or more brands work together to develop a shared marketing initiative or line of goods. Promotions that include gifts with purchases can be an important aspect of such partnerships.
When brands work together for partnership, they often aim to benefit from each other's consumer base, brand reputation, and assets. In a brand collaboration, a gift with purchase promotion usually entails giving clients a free gift or product from one brand in exchange for buying something from another.
Both brands can gain more visibility and cross-promotion by offering a gift with purchase from a partner brand. It enables them to access each other's customer bases and might even draw in prospective customers who weren't previously acquainted with one of the brands.
Gift-with-purchase campaigns in brand partnerships can be advantageous for both parties because they give customers extra value and nudge them towards making a purchase. Additionally, they build the relationships between the partner businesses, which could encourage buyers to stick with one of the brands over the long run.
Gift-with-purchase (when making a purchase exceeding a given amount) can also be a powerful strategy to increase the Average Order Value (AOV) making orders more profitable for the brands.
Here are a few examples of gift with purchase promotions in brand partnerships:
- Food and Beverage Partnership: A popular coffee chain partners with a renowned chocolate brand. Customers who purchase a specific coffee blend or drink from the coffee chain receive a complimentary box of gourmet chocolates from the chocolate brand. This collaboration aims to enhance the coffee-drinking experience and introduce customers to the indulgent flavors of the partnered chocolate brand.
- Fitness and Nutrition Partnership: A fitness apparel brand teams up with a health supplement brand. Customers who purchase workout apparel or accessories from the fitness brand's online store are offered a free sample pack of nutritional supplements from the partnered brand. This collaboration promotes a holistic approach to health and wellness, combining fitness and nutrition products.
- Electronics and Entertainment Partnership: A smartphone manufacturer partners with a streaming service. Customers who purchase the latest smartphone model receive a free subscription or exclusive access to premium content from the partnered streaming service. This collaboration aims to enhance the entertainment experience for smartphone users and encourage them to explore the offerings of the streaming platform.
The specific details of gift with purchase promotions in brand partnerships can vary depending on the objectives and strategies of the involved brands. The gifts offered are usually aligned with the partner brand's product offerings or brand identity, ensuring relevance and appeal to the target audience.