Consumers have long loved incentives at the beauty counter, such as the coveted gift with purchase promos. They have always been very effective at gently pushing those on the fence about a purchase to reach into their wallets and make the sale. Neiman Marcus' latest GWP, which includes a free David Yurman Cord Bracelet with any David Yurman fragrance purchase, is just another way the beauty retailers are bringing the counter experience from the department store to the online world.
The counter experience has long been the staple to luring in new customers and continuing ongoing relationships with already loyal consumers. Where increasing numbers of people are choosing to shop from the comfort of their homes these days, purchase incentives may be even more effective at increasing sales with the consumer having more time to browse products in a low pressure atmosphere.
While Sephora has been capitalizing on the beauty market and offering customers free gifts with almost every purchase, luxury retailers such as Bloomingdales, Saks and Neiman’s have been slower to capitalize on this.
Do you find yourself purchasing more products from an online retailer's GWP than you would at the counter?
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