Extra data for goodybags? whats the marketing approach

various_mm

GG are marketing the new extra 1gb data on goodybags as a reserve thing, in that if people go over their ‘normal’ data allowance they will have 1GB extra if they have a certain goodybag.

Not sure why GG are selling as 'resreve' data because people will just assume the extra 1GB data is part of their allowance, as there are no conditions as such around the use of the extra data.

Why don't GG just increase the data allowance by 1gb, and give people the total data allowance and selling it as such rather than as extra data being 'reserve'?

kath72

Well you have to have bought 2 goody bags to get the extra do it’s not available to everyone

I’m not sure if it’s like EE s boosts and you loose it if you have a gap between goody bags of so it is a retention bonus. Even if not they are clearly hoping to reduce churn

mcilwraith

Extra data for goodybags? whats the marketing approach

i`d say that is the marketing approach

jolog

Maybe it is to encourage greater loyalty? But it isn't a great offer in my view.

giffgaff20147

@various_mm

I thought it would have been better off as a loyalty reward for staying with giffgaff , as you can’t get it till purchase of 3 goodybags on reacure for now

various_mm

@kath72

most people i would think would have bought two goodybags since being with GG. new customers just need to buy two bags, so even they will be included.

from what i understand, once you have bought two goodybags, then you are entitled to the extra 1gb data whenever you buy the next qualifying bag

various_mm

@mcilwraith

have you had a read of the content , or did you just stop at the headline?

just to help. the post is about why GG didn't just add the extra data into the data allowance as standard, rather than running it from a 'reserve' data angle.

various_mm

@jolog

you could be right. but by just adding the extra 1gb into the bag that would still have the same effect.

various_mm

@giffgaff20147

yes, marketing it as a loyalty reward would make sense. people just need to buy two goodybags to qualify, so i'm not sure how that is creating loyalty.

shabazmoqsud

@various_mm thanks for link to your topic

Very appropriate

Im of the opinion that giffgaff should just increase the data by 1GB extra on a permenant basis in terms of the wording coz current wording is very confusing.

My confusion is 1 "extra data if you run out"

If u never reach end of your data will u get the reserve?

giffgaff20147

@various_mm

Wrote

yes, marketing it as a loyalty reward would make sense. people just need to buy two goodybags to qualify, so i'm not sure how that is creating loyalty.

trouble with loyalty on thinking gives those on £5. / £7.50 bags nothing

well extra data if you run out is good it’s not extra as they have told you you have extra 1gb so some may just drop down to a lower goodybag if with extra it gives you enough the it becomes a saving

various_mm

@shabazmoqsud

yes, that is valid point

woodyuk

I must admit that I don't understand the "reserve" label that's been added to the extra data unless giffgaff are hoping that customers will assume that it's a one time only deal and once they use the extra data they won't get it again whereas the true facts of the matter are that once they've bought enough qualifying goodybags they'll be entitled to the extra data every month.

I'm not sure what I'd have called it but "bonus data reward" or anything of the like would have been better than reserve I think.

As mentioned above I think the reasoning behind the extra data is an attempt at increasing giffgaff's customer retention because their annual accounts show a churn rate of over 50% which means that when it comes to "free to go,free to stay".more are choosing to go than stay.

various_mm

@giffgaff20147

i agree i don;t think this demonstrates loyalty. so if GG are trying to reward for loyalty this doesn't seem to be it

allan1954

@various_mm payback is all the loyalty bonus I need and bet 80% of giffgaff members may agree.

nominate

Maybe it's because if gg added 1GB to the goodybag allowance many users would deliberately try and use it each and every month so they thought they were getting their money's worth, whereas by marketing it as a reserve gg might be hoping that members won't use it each and every month?

persco

nominate wrote:

Maybe it's because if gg added 1GB to the goodybag allowance many users would deliberately try and use it each and every month so they thought they were getting their money's worth, whereas by marketing it as a reserve gg might be hoping that members won't use it each and every month?

That what I have been thinking too. They have the hard data and probably know most wont tap into the reserve whereas some heavy data users would consume that in no time.

Its also possible based on above, they have something in the bulk/wholesale data purchased contract along the lines of discount for unused reserve data. Just speculating here otherwise, it baffles me as to why they didn’t give it outright.

ma2013

I think they've done this so that they can remove it in future, if they need to. By limiting it to "reserve" data, if you take a break from buying Goodybags, or giffgaff change their mind... They can easily withdraw it if needed. Much easier to remove this reserve than reduce data on a Goodybag. ☹️

various_mm

@allan1954

my point isn't about loyalty or whether its something 80% of others agree, its trying to trying to understand the drivers for why GG are marketing the extra 1gb data they way they are

various_mm

@nominate

valid point, but with there being no condition attached as to when the person could use the extra data, it would assume most people if not all would assume the 1GB is theirs to use?>