How Lego uses GWP to increase AOV
Igor Dovgan
May 23 2023
Gift with Purchase (GWP) is a sales promotion technique in which customers are offered a free or discounted product when they meet a store's set condition. LEGO offers a Moving Truck gift with purchases over $180 to incentivize customers to buy
Gift with Purchase (GWP) is a sales promotion technique in which a customer is offered a second product free or at a discounted price upon meeting a specific condition set by the store.
As seen above, LEGO makes their terms & conditions explicit, under what conditions the GWP is valid. Customers can get the Moving Truck gift with LEGO purchases over $180. Giving customers and additional gift on top of their purchase incentivises them to buy more in order to meet the requirements to qualify for the gift. This is a great tactic to increase AOV.