Magazine article Marketing

Pcl Develops Ten-Year Buy-Back Deal

Magazine article Marketing

Pcl Develops Ten-Year Buy-Back Deal

Article excerpt

Pcl develops ten-year Buy-Back deal

Below-the-line agency Pcl has struck one of the first licensing deals for a sales promotion concept which, it claims, could "revolutionise" the industry.

Pcl claims its "Buy-Back" package is set to earn the firm more than 1.2m [pounds] over the next 18 months through licensing of "intellectual" property rights to other agencies.

Buy-Back means the retailer or manufacturer running the promotion offers consumers the chance to trade in their purchases for the original purchase price after a period of about ten years.

Buy-Back was developed by Pcl at the beginning of 1990. It has already been run, through Pcl, on a number of promotions, including campaigns for Northern electrical retailer Clydesdale, Megapool, Holland's largest electrical retailer, and Japanese electronics firm Sanyo. Electricity firm Seeboard is to run a campaign within the next month.

Pcl says the results of this promotion have been "awesome". Clydesdale's TV and video sales increased by 84% at a time when the market was down an average 17%, while Megapool's market share doubled despite overall market growth of 3% a year. …

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