20°C / 22°C
  • Tue
  • 17°C
  • 4°C
  • Wed
  • 14°C
  • 6°C
  • Thu
  • 16°C
  • 5°C
  • Fri
  • 18°C
  • 6°C
  • Sat
  • 22°C
  • 7°C
  • Sun
  • 22°C
  • 7°C
  • Tue
  • 18°C
  • 12°C
  • Wed
  • 16°C
  • 8°C
  • Thu
  • 15°C
  • 7°C
  • Fri
  • 15°C
  • 11°C
  • Sat
  • 15°C
  • 10°C
  • Sun
  • 16°C
  • 8°C
  • Tue
  • 19°C
  • 6°C
  • Wed
  • 17°C
  • 8°C
  • Thu
  • 18°C
  • 7°C
  • Fri
  • 19°C
  • 6°C
  • Sat
  • 23°C
  • 8°C
  • Sun
  • 23°C
  • 8°C
  • Tue
  • 19°C
  • 0°C
  • Wed
  • 18°C
  • 6°C
  • Thu
  • 19°C
  • 6°C
  • Fri
  • 21°C
  • 4°C
  • Sat
  • 23°C
  • 6°C
  • Sun
  • 23°C
  • 5°C
  • Tue
  • 20°C
  • 13°C
  • Wed
  • 21°C
  • 14°C
  • Thu
  • 23°C
  • 16°C
  • Fri
  • 26°C
  • 14°C
  • Sat
  • 23°C
  • 16°C
  • Sun
  • 26°C
  • 15°C
  • Tue
  • 16°C
  • 12°C
  • Wed
  • 17°C
  • 13°C
  • Thu
  • 19°C
  • 11°C
  • Fri
  • 18°C
  • 11°C
  • Sat
  • 16°C
  • 8°C
  • Sun
  • 17°C
  • 8°C
  • Tue
  • 16°C
  • 10°C
  • Wed
  • 15°C
  • 7°C
  • Thu
  • 17°C
  • 7°C
  • Fri
  • 13°C
  • 9°C
  • Sat
  • 15°C
  • 7°C
  • Sun
  • 16°C
  • 5°C
  • Tue
  • 16°C
  • 12°C
  • Wed
  • 15°C
  • 10°C
  • Thu
  • 16°C
  • 10°C
  • Fri
  • 13°C
  • 10°C
  • Sat
  • 15°C
  • 10°C
  • Sun
  • 15°C
  • 10°C
  • Tue
  • 20°C
  • 3°C
  • Wed
  • 19°C
  • 7°C
  • Thu
  • 19°C
  • 6°C
  • Fri
  • 21°C
  • 5°C
  • Sat
  • 24°C
  • 6°C
  • Sun
  • 23°C
  • 6°C
  • Tue
  • 15°C
  • 0°C
  • Wed
  • 17°C
  • 2°C
  • Thu
  • 18°C
  • 7°C
  • Fri
  • 19°C
  • 6°C
  • Sat
  • 21°C
  • 5°C
  • Sun
  • 22°C
  • 7°C
  • Tue
  • 21°C
  • 6°C
  • Wed
  • 16°C
  • 9°C
  • Thu
  • 20°C
  • 7°C
  • Fri
  • 23°C
  • 5°C
  • Sat
  • 26°C
  • 6°C
  • Sun
  • 25°C
  • 6°C
  • Tue
  • 15°C
  • 9°C
  • Wed
  • 17°C
  • 8°C
  • Thu
  • 19°C
  • 8°C
  • Fri
  • 17°C
  • 9°C
  • Sat
  • 17°C
  • 8°C
  • Sun
  • 18°C
  • 9°C

PnP has taken 'sticky marketing' to a whole new level

The retailer's Stikeez toys have become the latest craze in online trading.

A collection of Stikeez. Picture: Samantha Healing.

JOHANNESBURG - A new marketing tool by Pick n Pay has turned into a trading frenzy, with parents organising parking lot meetings at schools and sourcing miniature plastic toys, known as Stikeez, online.

The retailer last month introduced Stikeez to South Africa, with one toy given away at the checkout for every R150 spent.

Online trading platform Gumtree says it has noticed a spike in the number of auctions and adverts used to sell and swap the collection of character toys

Head of Gumtree marketing Claire Cobbledick said the new trend is no surprise.

"As a parent, I know firsthand that children are begging to go to Pick 'n Pay just to complete their collections before the promotion ends. Classifieds are a great way to quickly get your hands on that missing Stikeez, without spending the R150 and ending up with duplicates."

Gumtree's parent company eBay has also seen increased traffic from South Africa. Social media was abuzz with links to the online auction site selling bulk amounts of Stikeez (at about $11,50 for 50 units) last week, while on Gumtree the prices fluctuate.

"The average seems to be about R10 per Stikeez, while completed collections are going for about R200. Many more users actually prefer to swop rather than sell," says Cobbledick.

She says that it seems as though the sellers are extremely successful. "Yesterday we saw about 20 new ads go up for Stikeez, and most of them took down their ads on the same day because the items had sold or swopped."

Pick n Pay has capitalised on the promotions scheme by expanding the related merchandise and even turning it into an electronic game.

The most addictive game out there is now available on Apple https://t.co/8VhTBPs9Pc & Android https://t.co/t7qaOwjj1i pic.twitter.com/I4bzHT37Il

Do you take your #PnPStikeez with you everywhere you go? Now's your chance to #WIN! ツ http://t.co/J7SyrjUgdy pic.twitter.com/GwpzUsFbli

Cobbledick says one Stikeez is sold at an average of R10.

"Completed collections are going for about R200. Many more users actually prefer to swap rather than sell."

Comparing the trend to past campaigns, marketing analyst Chris Moerdyk says the promotion is a particularly successful strategy.

"Pick n Pay has understood the power of what one calls 'pester power' when children pester their parents to buy things."

Comments

EWN welcomes all comments that are constructive, contribute to discussions in a meaningful manner and take stories forward.

However, we will NOT condone the following:

- Racism (including offensive comments based on ethnicity and nationality)
- Sexism
- Homophobia
- Religious intolerance
- Cyber bullying
- Hate speech
- Derogatory language
- Comments inciting violence.

We ask that your comments remain relevant to the articles they appear on and do not include general banter or conversation as this dilutes the effectiveness of the comments section.

We strive to make the EWN community a safe and welcoming space for all.

EWN reserves the right to: 1) remove any comments that do not follow the above guidelines; and, 2) ban users who repeatedly infringe the rules.

Should you find any comments upsetting or offensive you can also flag them and we will assess it against our guidelines.

EWN is constantly reviewing its comments policy in order to create an environment conducive to constructive conversations.

comments powered by Disqus