In the shadow of the do-not-call list, retailer Target has launched a scheme in which consumers invite the chain to call their houses. At ungodly hours, to boot. If it goes right, consumers will feel Target has done them a favor, and respond by filling its coffers.
Target will start taking phone numbers for what it is billing “The World’s Biggest Wake-Up Call” on Nov. 17, according to its Web site. Consumers that submit their numbers will receive free wake-up calls on the Friday and Saturday following Thanksgiving, assumedly so they can get the jump on shopping at Target.
It’s a smart scheme purely from a sales point of view: The first days after the turkey-fest are traditionally among the busiest retail shopping days of the year, and this is a fine way for Target to keep its offerings front-and-center among holiday shoppers.
According to the New York Times, those signing up may choose from a variety of voices on the other end of the phone, including model Heidi Klum; rapper Ice-T; Star Wars villain Darth Vader; a crying baby; and a rooster. These may make it for some folks: For me, the only voice that could me out of bed at 5:30 in the morning on a day off is one informing me I’ve won the Irish lottery.
To be sure, Target may have missed a cross-marketing opportunity by not pairing up with a large national coffee chain like Starbucks. An early wake-up program begs for an add-on of a free or discounted cup of hot java. I’m sure most Targets have at least one Starbucks within walking or driving distance. Given that the retailer is planning – in some cases – on opening at 6:00, why not further lure shoppers with the promise of a grande latte discounti?
But that’s a small gripe. This is a nifty scheme, one which will have the immediate benefit of goosing holiday sales, and the longer-term benefit of getting customers to volunteer their phone numbers. Even if Target holds off on further telemarketing to these folks, the retailer will, through reverse-append, have a database of Target-sympathetic consumers (or at least of those savvy enough to get a free wake-up call out of the company). Follow-up mailings, anyone? You betcha.
Incidentally, typing “wake-up call” into the search box on Target’s own Web site brings up 105 items, including “A Wake-Up Call for Telemarketers.” This CD features jingle composer Tom Mabe getting sassy with… um… people who rang his house trying to sell him things.
Wonder how many copies of this Target will move as a result of its post-Thanksgiving calls?
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