BOGOs Redefined (Buy One, Give One)
A growing number of retailers are looking to appeal to consumers’
generous side by turning the traditional notion of a BOGO (buy one, get one)
on its head. Companies such as Whitten Grey’s Project Little Grey Dress,
Happy Blankie, TOMS and others are offering to give one item away to a needy
child for every item purchased.
According to a report on the Springwise website,
consumers who buy an eco-friendly dress at Whitten Grey’s Project Little Grey
Dress are given a unique code with the purchase. They then go online and choose
between Guatemala, Liberia, Malawi and Zimbabwe as the destination for the
dress. Kids choose the color of the dress they would like to send and get
to include a personal note.
Happie Blankie offers a line of four plush fabric and satin
animal blankets — puppy, pig, frog and teddy bear — that range in size from
18-by-18-inch ($29) to 48-by-56-inch ($99). When one is purchased, the company
donates another to a small child in a hospital or orphanage. Here, too, the
buyer of the first blanket gets to choose where the second will go.
as Whitten Grey and Happy Blankie appeal to consumers trendwatching.com calls
Generation G. “For many, sharing a passion and receiving recognition have
replaced ‘taking’ as the new status symbol. Businesses should follow this societal/behavioral
shift, however much it may oppose their decades-old devotion to me, myself
Discussion Questions: Is the new BOGO (Buy One, Give One) a sustainable
marketing strategy for companies such as Whitten Grey and Happie Blankie?
Do you see the new BOGOs as a promotional tactic that traditional retailers
can use to generate interest and sales for their businesses?
- ‘Buy One,
Donate One’ Effort Lets Kids Direct the Giving – Springwise
- Buy one, donate one plush animal blankie – Springwise
- Happy Blankie
- Generation G – trendwatching.com