Kids love collecting things and marketers know it.
Supermarkets, in a bid to up their market share, often offer free collectables to “reward” their shoppers. Or more specifically, their “Little Shoppers”, the children of their customers.
Coles new Little Shop promotion is one such promotion.
From tomorrow, Coles shoppers will be offered a free toy – a miniature version of 30 well-known household products – with every $30 spent.
It will no doubt be popular with millions of families, however the health and environmental costs of such a promotion shouldn’t be understated.
In this episode I discuss the marketing genius and environmental nightmare of the Coles Little Shop collection and share three reasons why you should rethink supermarket collectables.