Dune London - Brand Communications Guidelines

PROMOTIONS • COMMUNICATION GUIDELINES

To protect premium positioning of the Dune London brand it is imperative to use promotions strategically and sparsely. It is the responsibility of Franchise partners to select the correct promotion mechanic to meet local business objectives. Please select the correct mechanic for the corresponding objective as indicated below.

CONV- ERSION RATE

REVENUE OR ATV

SOCIAL FOLLOW OR TAGS

FOOT FALL

DATA CAPTURE

OBJECTIVES :

DISCOUNT PROMOTIONS – DECREASES PROFITMARGIN

£ OR % OFF* Applied to specific product category MULTI-BUY Purchases of 2 or more items

✓

✓

✓

✓

PRICE POINTING Low grade malls only VOUCHER Attract new customers

✓

✓

✓

BOUNCEBACK VOUCHER Attract existing customers

✓

✓

ADDED VALUE PROMOTIONS – PROTECTS PROFIT MARGIN

GIFT WITH PURCHASE High value gift on minimum spend GIFT CARD Monetary value to be redeemed

✓

✓

✓

✓

SERVICE E.g. personalisation

✓

✓

GIVEAWAYS Low value gift for any purchase GOODY BAG Branded tote & low value gits

✓

✓

✓

CO-BRANDED OFFER** Attract new customers

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* Flat discounts are considered sale. ** Partner brands must be approved by The Dune Group.

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