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Also from Ralph Jacobson...
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Ralph Jacobson
Global Consumer Products Industry Marketing ExecutiveIBM
BrainTrust Query: How Much Does a Free Cone from Baskin-Robbins Really Cost?
February 24, 2010
FROM RETAILWIRE:
Nothing says happy birthday like ice cream. Especially when that ice cream comes free from Baskin-Robbins. Wait a sec. Was it really free? Let's take a closer look. What do you think of Baskin-Robbins' free-cone-on-your-birthday promotion, given its requirements?
[more...]
This is a worthwhile tactic to gain consumer insights. Too many retailers, in fact, MOST retailers with "loyalty" programs give unwarranted discounts with little or no additional value gained on subsequent transactions. This program gets some usable information for the retailer, and generates an obviously (based upon the comments here so far) compelling offer for the customer.
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