Jewelry and watch industry sweepstake promotions from customers' point of view : case: Company X
Minkkinen, Viivi-Sofia (2023)
2023
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023051510759
https://urn.fi/URN:NBN:fi:amk-2023051510759
Tiivistelmä
The aim of this Thesis was to increase the knowledge of companies in the Finnish jewelry and watch industry about sweepstake promotions and to find out how customers feel about them and their different design elements. Therefore, this study provides companies in the industry with an extensive literature review about sweepstake promotions held on Instagram and Facebook.
The research part of the study focuses on how customers in the industry perceive sweepstake promotions and what types of sweepstakes they find to be the most engaging. A combination of a quantitative customer survey and qualitative theme interviews were used as research methods. The research was conducted in collaboration with a small jewelry and watch company in Finland.
Results show that customers of the industry genuinely enjoy sweepstake promotions as a part of the company’s marketing efforts. Moreover, they work well in building the relationship between the company and its customers. Also, several different design elements were discovered that customers found to be the most engaging.
The case company of the study found the research to be beneficial, and it is going to use the provided suggestions to further improve its sweepstake design. For instance, smaller sweepstake prizes are going to be drawn for multiple winners rather than just having one winner and a larger prize per sweepstake. By implementing the changes, the case company hopes to improve its customer engagement.
The research part of the study focuses on how customers in the industry perceive sweepstake promotions and what types of sweepstakes they find to be the most engaging. A combination of a quantitative customer survey and qualitative theme interviews were used as research methods. The research was conducted in collaboration with a small jewelry and watch company in Finland.
Results show that customers of the industry genuinely enjoy sweepstake promotions as a part of the company’s marketing efforts. Moreover, they work well in building the relationship between the company and its customers. Also, several different design elements were discovered that customers found to be the most engaging.
The case company of the study found the research to be beneficial, and it is going to use the provided suggestions to further improve its sweepstake design. For instance, smaller sweepstake prizes are going to be drawn for multiple winners rather than just having one winner and a larger prize per sweepstake. By implementing the changes, the case company hopes to improve its customer engagement.