Driving sales through large inclusive family prizes with Eco-Shop Marketing

The company wins in this year’s Malaysia National Business Awards.

Targeting customers with promotional offerings is not anything new, but for Eco-Shop Marketing, they introduced big prizes that allowed customers to share the prizes and joy with their families and friends. Initially aimed to drive higher sales offtake and subscription to the new Eco-Shop app, the “Satu Kampung” promotion achieved its targets and more.

Eco-Shop worked towards creating curiosity amongst the target audience with the contest mechanics and prizes, maximising brand awareness and driving app onboarding for customers to enjoy a better shopping experience. For their innovative marketing approach, Eco-Shop Marketing received the Marketing Award at the 2023 Malaysia National Business Awards.

The awards programme recognises the efforts and successes of businesses in Malaysia to employ innovation in tech or revolutionary decision-making in order to bring success to their operations, and Eco-Shop distinguished themselves by achieving a sales uplift of +50% for all participating products during the promotional period.

The company used #gengeco and the influencer community to create synergy in their advertising and promotions, supporting in-store communication with relevant content online in order to deliver the best results in sales and app member subscriptions. More than 80 members of the #gengeco community were recruited to generate UGC for a genuine testimonial and sharing good deals with the target market, with these members being Eco-shop fans and consumers that have more than 10k followers each.

All participating products were sold at a fixed price of RM2.40 in all stores, with the contest requiring customers to purchase more than RM40 worth of items to be eligible for the “satu kampung” prizes. Owing to the name of the promo, customers get a chance to win and enjoy a holiday vacation for a total of 30 family members or friends, setting the company apart as no other retailer had ever offered prizes that covered such a large headcount.

Working with the motto "Kami Bersama Rakyat", prizes included movie tickets for 30 people and entry tickets to the Genting Skyworld for 30 people, allowing their Malaysian customers to feel the company’s support amidst hardships. 

Using the app as a supporting factor in the promotional campaign, new features such as e-voucher redemption using points gained on the app allowed the soft launch of the app to help Eco-shop build a stronger relationship with existing customers and form new bridges with new consumers.

Looking towards the future, the company is working on making the new app a comprehensive one, allowing members to collect and redeem points whilst news such as new store openings and promotions are shared through the app. Eco-shop marketing plans to integrate more customised perks such as birthday specials and consistent communication both online and in-store.

Thanks to their marketing efforts, a +27% growth in sales for the month of November and December was experienced alongside a 110% sales uplift in more than 300 products from the promotion and a growing community in the app. Contest entries, sales, and number of members subscribing to the app can all be attributed to the marketing initiative that was successfully executed.

The Malaysia National Business Awards is presented by Asian Business Review Magazine. To view the full list of winners, click here. If you want to join the 2024 awards programme and be acclaimed for your company's exceptional contributions to the local business landscape in Malaysia, please contact Danica Avila at [email protected].