PnP has taken 'sticky marketing' to a whole new level
The retailer's Stikeez toys have become the latest craze in online trading.
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.
- Pick n Pay (@PicknPay) August 31, 2015
- Pick n Pay (@PicknPay) September 1, 2015
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."