By Patrick Avenell
SYDNEY, NSW: De’Longhi is currently running a sizable promotion to encourage consumers to purchase from its range of premium major kitchen appliances.
“This has been the most successful Major Appliance consumer promotion we have ever run, and we are extremely happy with the results”
There are three tiers to the promotion, which offers consumers a free De’Longhi coffee machine with a kitchen appliance purchase. The more money a consumer spends in one hit, the more expensive and better featured the coffee machine.
Consumers who spend $5,000 on De’Longhi major kitchen will receive, via redemption, a De’Longhi ESAM3500 Fully Automatic Coffee Machine (RRP $1,999).
Consumers who spend $3,000 on products in the De’Longhi major kitchen appliance range will receive, via redemption, the EN680M Delonghi Nespresso Lattissima Coffee Machine (RRP $799).
On the third tier of the promotion, consumers who spend $2,000 on De’Longhi kitchen appliances will receive, via redemption, the EN90MPLUS Delonghi Nespresso Essenza Coffee Machine (RRP $349).
As evidenced by the steep jump in the value of the coffee machine available to De’Longhi consumers, there is a real incentive for retailers to sell the top-of-the-line appliances to potential consumers. Not only does it present a tangible benefit to buying at the more expensive price points, the increase in expense is almost self-justifiable: spend $2,000 more from your original $3,000 commitment, and you’ll get a $2,000 coffee machine as a bonus.
A further incentive this promotion provides is for consumers to make multiple appliance purchases at the same time. Instead of buying an oven from one store on Monday, and a dishwasher from a different store at a different time, consumers will be eager to purchase both appliances together, so they will then qualify for the more premium bonus.
This promotion is currently running, and is due to end on 31 August 2009.