Payment option drives TJ Hughes' traffic
By Retail Technology | Monday July 8 2013
Competition for Rolling Stones tickets catches shoppers' imagination as department store adds cash payment option
Discount department store, TJ Hughes added online cash payment provider, Ukash, to its payment options last month.
To mark its launch, designed to appeal to the cash shoppers that have always been loyal to the TJ Hughes stores, a high-profile competition supported by social media and online marketing activity offered Rolling Stones tickets and cash to spend at the retailer.
The combination of the Ukash service and the Rolling Stones proved a strong pull with more than 12,500 entries in less than two weeks. Crucially 90% of entries to the competition were new Ukash users and therefore new online customers for TJ Hughes.
Simple and convenient payments
Customer Ben Audsley from London won £100 in Ukash to spend at TJ Hughes. He said it was the ease of use and security that made the service appealing. “Ukash was quick and easy to use and I’m looking forward to buying a new king size memory foam mattress from TJ Hughes - they have some amazing bargains,” he said.
“Adding Ukash as an online payment method means customers who prefer to pay with cash can still snap up premium brands online and benefit from our discount prices,” explained Martin Fisher, head of e-commerce at TJ Hughes.
“We are keen to harness the power of the existing Ukash customer base, bringing the TJ Hughes brand to an even wider audience as we develop our online presence, as well as giving our existing loyal customers more choice and it certainly seems that the launch competition achieved that goal.”
Tapping cash-only consumers
TJ Hughes specialises in home and fashion, fragrance and cosmetics, technology and electricals, offering consumers big name brands at up to 70% discount. With more customers preferring to shop with cash, TJ Hughes was keen to tap into the cash online facility of Ukash to retain loyal customers who had previously visited its bricks and mortar stores.
Ukash codes can be purchased with cash in retail outlets such as shops, petrol stations and kiosks. The unique 19 digit codes can then be used to pay directly on any of the thousands of websites that accept Ukash transactions worldwide, or loaded onto prepaid cards and e-wallets.
The maximum single value allowed is £200/€250 and the maximum amount that can be held by an individual customer is £1,000/€1,250 or the equivalent values in other currencies apply to both sums.
