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Tuesday, 15th November 2005 (5409 views)

A United Arab Emirates retailer has turned to gold to help shift Panasonic's latest range of digital cameras.

Al-Futtaim Panatech hopes to kick-start sales of Panasonic's new Mega OIS range of Lumix cameras by giving away two grams of gold with every purchase.

The retailer is seeking to capitalise on the popularity of the metal in UAE - Dubai alone imported $10 billion worth of gold in 2004.

The owners are convinced that the ploy - which will be marketed under the banner of "Lumix Golden Moments" - will be a success.

"With the uniqueness of this offer, we are confident of it being hugely popular with customers who appreciate Panasonic products," Al Futtaim Panatech's general manager, Mr K. Venkataraman, told Strategiy.

"This promotion guarantees our customers the gold in addition to the cutting-edge features exclusively offered by Lumix, making it an attractive proposition."

The retailer is streetwise enough not to attach the gold onto the camera - instead customers claim their free prize by handing over a perforated gift sticker at the counter.

The retailer's ruse draws on the fact the yellow metal is frequently used in consumer electronics manufacturing. A simple examination of a mobile phone reveals the application of gold plated contacts in an everyday electronic item.

 

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