Tourists and townies working up a thirst walking around the beach town of Qingdao, China (on the East Coast, facing the Yellow Sea), need only to stroll over to one of the city’s largest CE retailers, a chain called Suning. Every weekend, Suning employees stand at the door handing out free sodas to everyone who ventures in to check out products ranging from fans and air conditioners, prominently featured in the summer time, to one of the best selections of cellphones on the planet.
Zhao Hai Bin, General Manager of one of Suning’s 350 retail outlets, says he’s always looking for new promotion concepts. He’s done “ TV festivals” during the World Cup games, store anniversary celebrations, even dance shows on the sidewalk outside his front doors. “We are always changing,” he says. “Our customers will always find good prices and low service, but we are always trying new promotions.”
What’s the most effective promotion he’s tried during his four year tenure as the store’s GM? “That’s easy, 10% off on weekends!” says Zhao.