Ellen (Ellie) Rowan-Arnett essay

Describe how a business (including retail and service) can derive promotional and customer loyalty/retention benefit by utilizing a raffle in their marketing efforts.


I can’t stop refreshing the page. My actions have become somewhat identical to that of a thirteen-year-old boy. The kind of thirteen year old boy who anxiously tears the wrapping paper free from his new video game console, delayed only by the greasy bangs that hang in his line of vision. Anxiety is the key word here — however it is of the positive nature. While that boy cannot contain his bubbling energy to see what lies in store for him, I would contest that my own energy may be greater. You see, I had previously received an email from one of my favorite apparel retailers, and from what I heard, today was the day for their 60% off all women’s clothing sale. I was in the market for a new pair of jeans, and I had a twenty-minute break between classes to make the purchase. My anxiety immediately transferred from its stressful nature into a state of pure bliss as I came face to face with the website’s home screen.

Interesting, isn’t it? How could a human individual be to that level so dedicated to a business? Maybe they felt taken care of. Maybe they felt like that store could give them all they ever desired in a purchase. For me, it was precisely so.

A business is for the most part operated by a very predictable set of controlled variables. They can essentially pinpoint exactly how much profit they will make given that “x” amount of customers buy “x” amount of items multiplied by “x” amount of dollars. This equation ensures that the business can function predictably, and therefore more successfully. However, many businesses today have discovered a key element that may not fit so nicely into the equation. Nonetheless, it proves to be even more successful.

This key element is sacrifice. In businesses, this is portrayed through sales, discounts, coupons, and the like. Sometimes we have to sacrifice in order to obtain something more valuable. These businesses don’t necessarily know that they can obtain it, but the risk is worth it. If such a thing is obtained, future success is multiplied.

From a personal perspective, knowing that a business is willing to take a chance on their own profit in order to give customers a greater ability to make purchases — it makes me want to return. Simply knowing that they are the type to think about customer satisfaction.

Sales, coupons, etc… these are all parts of a greater raffle. The businesses don’t know what section of the pie their spinner will rest on. However, by making a sacrifice for those they care to leave an impression on, these businesses derive promotional and customer loyalty/retention benefit by utilizing a raffle in their marketing efforts. If the customers are impressed, they will return. And in my case, they might just be sitting at their desk, obsessively refreshing the home page.

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