How Lego uses GWP to increase AOV

How Lego uses GWP to increase AOV
Igor Dovgan

Igor Dovgan

May 23 2023

12
1.8k

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.

Igor Dovgan

Author

Igor Dovgan

Igor Dovgan a digital marketeer, helps research and writes about tactics  that helps online stores implement tactics to reduce Customer Acquisition Costs.