To encourage showroom visits and promote its VIP Customer Club, Raymour & Flanigan incorporated sweepstakes into a variety of customer promotions, including exclusive in-store events. Customers who attended participating events or joined the VIP Customer Club had the opportunity to enter for premium prizes while receiving access to exclusive offers and member benefits.
Prize promotions ranged from luxury mattresses and home furnishings to aspirational travel experiences, giving consumers compelling reasons to visit showrooms, join the VIP Customer Club, and engage with the brand.
Why It Worked
The campaign extended the value of an in-store event beyond the showroom visit itself. By integrating sweepstakes into VIP customer experiences, Raymour & Flanigan created additional incentives for consumers to participate, engage with the brand, and explore the benefits of its membership program.
