In the year-end and New Year sales battles and campaign development, many companies implement various measures to improve sales. Among these, the “lucky bag” is a powerful measure that greatly contributes to acquiring new customers and improving brand awareness. However, simply packing products together will not achieve the desired results.

In this article, we will explain in detail the specific planning procedures and key points for success in leading lucky bag initiatives to success, as well as the latest corporate case studies.

Why are lucky bag initiatives important now?

Lucky bags are not just sale items, but an important method for achieving various objectives in a company’s marketing strategy. An appropriately designed lucky bag initiative can have a significant impact on business during periods when consumer purchasing motivation is high, such as the year-end and New Year holidays and busy seasons. Here, we will explain the three important roles of lucky bag initiatives.

A catalyst for acquiring new customers and increasing sales through repeat purchases by existing customers

The “value for money” aspect of lucky bags serves as a powerful hook to attract the attention of potential customers who have not been interested in the brand or who have hesitated to purchase due to price. By offering special combinations and pricing that are not usually available, it is possible to provide new customers with an excellent opportunity to try products, and to create an opportunity to increase the repeat visit rate of existing customers. Furthermore, since dissemination on social media can also be expected, there is a possibility of generating high customer acquisition effects with low advertising costs. The acquired new customers have the potential to become valuable customers in the future.

An excellent opportunity to cultivate brand fans

Lucky bags are an effective means of communicating a brand’s worldview and values to customers. By paying attention to the design of the lucky bag itself, or by including products or limited edition items that symbolize the brand, you can provide customers with a special experience and deepen their attachment to the brand. If you can foster a sense of trust that “you can’t go wrong with a lucky bag from this brand,” customers will transform from mere consumers into enthusiastic fans. Getting customers to know the appeal of the brand through lucky bags is very useful in building long-term customer relationships.

5 planning steps to lead lucky bag initiatives to success

Effective lucky bag initiatives are built on meticulous planning and preparation. The key to success is to proceed with planning from a strategic perspective, rather than simply packing products together on a whim. Here, we will explain the five specific steps from planning to executing a lucky bag initiative.

Step 1: Clarify the target customer and purpose

First, clarify “to whom” and “what” you want to deliver. For example, set specific target customers, such as “We want women in their 20s to easily try our cosmetics brand” or “We want to provide a food set that families can enjoy together.” At the same time, set the objectives of the initiative (new customer acquisition, improved existing customer satisfaction, sales targets, etc.) numerically to prevent deviations in subsequent decision-making.

Step 2: Set the concept and theme

Once the target and purpose have been clarified, decide on the concept and theme of the lucky bag. Set an attractive theme that will excite customers, such as “Enjoy a luxurious time at home” or “New life support set.” The concept will be an important axis that determines the direction of product selection and the entire promotion. Think of a unique approach that is unique to your brand in order to differentiate yourself from competitors.

Step 3: Select products and determine prices

Based on the concept, specifically select the products to be included in the lucky bag. The key is to combine popular products, limited edition items, and coupons in a well-balanced manner. The price setting needs to be at a level that customers feel is a “good deal,” while also ensuring that the company can secure a solid profit. It is also recommended to clearly convey the value for money by stating “Total value of 〇〇 yen.”

Step 4: Develop a promotion plan

No matter how attractive a lucky bag you create, it will not lead to sales if its existence is not known. Systematically develop promotions using various channels such as social media, press releases, email newsletters, and in-store POPs. At that time, it is effective to design exposure in the order of disseminating information on owned media, creating buzz on earned media, and expanding reach on paid media. In particular, if you are conducting pre-orders, it is important to announce the start date in advance and increase customer expectations. Use Google Trends to identify the timing when consumer interest is high and disseminate information.

Step 5: Conduct sales and measure effects

Start selling lucky bags according to the promotion plan. During the sales period, analyze word-of-mouth on social media and sales trends in real time, and consider additional promotions as needed. After the sales period ends, collect and analyze sales data and feedback from customers to measure the overall effect of the initiative. The review will be a valuable asset for further improving the lucky bag initiative in the following year.

Strategic media utilization is essential for expanding awareness of lucky bag campaigns. SUNNY SIDE UP’s media solutions utilize its extensive media network and track record to design highly synergistic plans that combine various methods such as creating buzz with each media outlet and PR by KOLs and influencers. We will support the success of your lucky bag initiative with total support from media relations to campaign development.

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Three points to increase customer satisfaction

The success or failure of a lucky bag initiative is measured not only by sales, but also by how satisfied the purchasing customers are. Efforts to make them think “I’m glad I bought it” will lead to repeat purchases and positive word-of-mouth. Here, we will explain three important points to dramatically increase customer satisfaction.

Point 1: Provide a sense of security by “visualizing the contents”

In the past, the appeal of lucky bags was that “you don’t know what’s inside,” but in recent years, consumers’ desire to save money has led to a strong desire to “not fail.” Rather than making the contents completely secret, there is also a method of previewing some of the products and giving a certain degree of image, so that customers can purchase with peace of mind.

In addition to previewing the contents, creating a product lineup based on unique planning perspectives tailored to the company can lead to buzz in terms of originality strategy. SUNNY SIDE UP has strengths in this unique approach unique to companies.

Point 2: Create a “premium feel” and create a sense of exclusivity

Lucky bags are not only about “value for money,” but also about “exclusivity.” By including limited-edition products that can only be obtained in lucky bags, collaboration items with other brands, and non-sale novelties, you can stimulate customers’ desire to own them and elicit high satisfaction. Providing the value of “This is only available in this lucky bag” will create appeal beyond the price and lead to increased brand loyalty.

Point 3: Include coupons and benefits to encourage repeat visits

In order to avoid ending the sale of lucky bags as a one-time event, it is extremely important to incorporate mechanisms that lead to the next visit or purchase. For example, by including “discount coupons that can be used from the following month” or “sample exchange tickets for new products,” you can build continuous relationships with customers. It is very effective in developing lucky bag purchasers into repeat customers and increasing LTV (customer lifetime value).

This is where the difference lies! Points to note for lucky bag initiatives

Because many companies implement lucky bag initiatives, attention to detail will lead to differentiation from competitors. On the other hand, overlooking some important points may lead to a decline in brand image or unexpected troubles. Here, we will introduce three points to keep in mind during the planning stage.

Select products so as not to damage the brand image

If lucky bags give the impression of being a “clearance sale” packed with only unsold products, there is a risk of greatly damaging the brand image. If the contents of the lucky bag disappoint the purchasing customer, negative reviews may spread through social media, potentially losing the trust of existing customers. Always keep in mind the perspective of conveying the appeal of the brand, and select products that will please customers in a well-balanced manner.

Price display must comply with the Premiums and Representations Act

Price displays such as “Total value of 〇〇 yen” are very effective in appealing to value for money, but the display must be based on evidence based on the Premiums and Representations Act. If it is deemed to be an unfair double price display, it may be subject to a cease and desist order from the Consumer Affairs Agency. Be sure to comply with laws and regulations and display appropriately, such as by objectively proving that the total “equivalent amount” to be displayed is the price that has been sold for a considerable period of time recently.

Reference: Double Price Display | Consumer Affairs Agency

Disclose information thoroughly to prevent complaints

Due to its characteristics, lucky bags are products that are prone to inquiries and complaints from customers regarding the contents. In particular, for products with sizes such as clothing, there is a tendency for many requests for returns and exchanges due to reasons such as “the size does not fit.” Prevent unnecessary troubles in advance by clearly announcing policies such as “Lucky bags cannot be returned or exchanged in principle” on EC sites and in stores.

Conclusion and Next Steps

In this article, we have explained the planning procedures, points to increase customer satisfaction, and specific corporate examples for making lucky bag initiatives successful. Lucky bags are not just year-end and New Year events, but strategic marketing initiatives to acquire new customers, improve brand value, and strengthen relationships with existing customers. Please refer to the points introduced in this article and plan a lucky bag initiative that will accelerate your company’s business.

Meticulous planning and execution are essential for the success of lucky bag initiatives. SUNNY SIDE UP proposes the optimal sales promotion strategy tailored to your business challenges. We will leverage our track record and know-how to support maximizing sales. Please feel free to contact us first.

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