Luggage retailer American Tourister tests innovative promotional campaign to boost social engagement


American Tourister is to test an innovative promotional method to boost social engagement, by offering customers the opportunity to win their purchases for free in an upcoming campaign.

The luggage manufacturer, owned by Samsonite and present in 90 countries, will partner with promotions technology company Luckycycle throughout August to give customers a one in 10 chance to win back the value of their shopping basket.

The campaign will run across American Tourister’s entire range of online products for one month on its UK website. People shop as usual, and after making payment, play on a virtual scratch card to find out if they’ve won.

American Tourister plans to encourage shoppers to engage with the brand on social media by asking them to share their experience across Twitter and Facebook. By sharing on these platforms, unsuccessful customers will also be given a second chance to play.

“We attract a younger demographic which is fully engaged with the digital world,” said Mark McGuigan, general manager for the UK and Ireland at Samsonite. “Luckycycle’s technology allows us to target our audience in a fresh way – not only encouraging sales, but increasing interaction via social media. We’re hoping to create a memorable shopping trip with this type of promotion.”

American Tourister has been selling luggage for over 80 years.

“The discount culture is changing, and American Tourister is evolving to give shoppers a different experience,” said Géraud de Borchgrave, MD of Luckycycle. “The brand’s upcoming campaign embraces a new era of rewarding loyalty. Buy and win-style promotions increase basket value, keep customers engaged after they’ve made a purchase and get them talking to their friends.”

Luckycycle is the first company of its kind in the UK. Its clients include Europe’s largest electronics retailer Media Markt, Royal Canin and Clinique.