Collectible Free Gifts Programs as Promotional Measures in Retailing

Promotional program effectiveness relies on its design. We examine the design of a new promotional program observed in the retail industry, called a collectible free gift program, in which collectible reward points are replaced by uncertain non-economic incentives. The main objective is to examine its characteristics, impact on consumer behavior, and retailers’ objectives. Specifically, we examine the empirical findings on design elements, building a conceptual framework and provide guidelines for further research on the design of promotional programs.