Redbox surprised its mobile app users today with the following message sent through the app–
This was a smart, strategic and effective move. Here’s why:
I can’t remember the last time Redbox sent an offer for a free DVD rental via its mobile app. The fact that Redbox doesn’t do this often makes it that much more special, especially to a loyal customer like myself. If, however, they did this once a week–or even once a month–I wouldn’t get nearly as excited and they would be losing revenue.
It Cultivates Love for the Brand
Who doesn’t like a gift? This was also a thoughtful gesture in the sense that Monday’s are usually stressful transitions back into the week. Redbox showed that they sympathize with this and are trying to make our Mondays better with this offer.
It Will Most Likely Enhance Revenue
The catch about renting a Redbox is that you have to return it to one of the physical locations. This is where Redbox makes a lot of profit. Each time you return, you’re once again faced with all the newest movies available for rent. If you’re a weak person like myself, you’ll probably give in to renting another movie before leaving and continue the cycle.
By getting customers to Redbox locations, Redbox is increasing traffic and most likely will be enhancing revenue efforts in the long term.
It Makes You Pay Attention in a New Way
I’ll admit, I barely paid attention to messages sent through the Redbox mobile app until this point. This caught my attention and changes things.
There’s a big lesson to learn from this little stunt — all it takes is an uncommon, small gesture to win the attention and love of your customers.
How is your brand focusing on the little details?