Unless you live under a rock, I’m sure everyone heard about the solar eclipse that occurred yesterday, but how many of you noticed the “eclipse deals”. My coworker placed an UberEats order for a dozen of Krispy Kreme’s Eclipse donuts, a special edition original glazed donut covered in chocolate glaze only available for a limited time at participating stores (Krispy Kreme, 2017).
After sharing his excitement with most of the office, UberEats notified him that the store was sold out. To avoid further disappointing the rest of the office he settled for 2 dozen of their regular donuts instead. This had me thinking, how many retailers used events like this to their advantage. USA today posted an article listing several retailers offering deals in honor of the celestial event (Meyer, 2017). Does this form of creative marketing really build business? Danziger (2017) shares that if you give people a reason to shop, make it exciting and make it a way to create memories then people will shop. A retailer selling washing machines may have found it difficult to use the eclipse as an exciting motivator but other retailers sure used it to their advantage. Do you find yourself making purchases during “special events”? What retailers have done this well?
Krispy Kreme. 2017. Retrieved from http://www.krispykreme.com/menu/Doughnuts/EclipseDoughnut
Meyer, Z. (2017, August 21). MoonPies and more: Eclipse food, fun deals abound Monday. Retrieved from https://www.usatoday.com/story/money/2017/08/20/moonpies-and-more-eclipse-food-fun-deals-abound-monday/579642001/
Danziger, P. (2017, August 17).Solar Eclipse Marketing: How Retailers Can Use Special Events To Grow Business. Retrieved from https://www.forbes.com/sites/pamdanziger/2017/08/17/solar-eclipse-marketing-how-retailers-can-use-special-events-to-grow-business/3/#55f32b2452d7