Damiani Offers Trips to Italy for Buyers of Jewelery
Christina Butty — July 14, 2009 — Luxury
To entice customers to buy in this difficult economy, Italian jeweler Damiani is offering a variety of luxurious gifts with purchase.
For example, with the purchase of the “Gomitolo” ring (which retails for between $7,740 and $15,690), a customer will receive a one-week stay in Italy with flight and hotel included.
I’m not sure that people who can afford these things need free trips and luxuries, but Damiani sure gets credit for being creative. This offer will no doubt brand them as the jewelers for a certain circle.
For example, with the purchase of the “Gomitolo” ring (which retails for between $7,740 and $15,690), a customer will receive a one-week stay in Italy with flight and hotel included.
I’m not sure that people who can afford these things need free trips and luxuries, but Damiani sure gets credit for being creative. This offer will no doubt brand them as the jewelers for a certain circle.
Trend Themes
1. Luxury Gifting with Purchase - Brands are offering high-end gifts to entice customers to buy during the struggling economy.
2. Experiential Rewards - Brands are offering experiences as rewards instead of traditional gifts.
3. Brand Differentiation Through Gifts - Brands are looking to differentiate themselves by offering unique and luxurious gifts with purchase.
Industry Implications
1. Luxury Jewelry - Luxury jewelry companies are offering high-end gifts such as trips to Italy to attract customers.
2. Travel and Hospitality - Travel and hospitality companies are partnering with luxury brands to offer special packages as part of gift with purchase offers.
3. Consumer Retail - Consumer brands across various industries are offering experiential rewards as a way to differentiate themselves and attract customers.
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