Smeg who? Summer of KitchenAid shaping up to be New World's best ever promotion

Friday, 26 November 2021

Smeg knives are so last year as KitchenAid shapes up to be New World's most successful summer promotion ever.

New Word shoppers across Aotearoa have smashed projections outstripping Smeg and Speigelau redemptions two to one in the first week of the promotion hitting stores.

In the first seven days across the North and South Island, redemptions across the whole ovenware range were 238 per cent higher than the co-operative and its supplier partner had forecast.

But New World said it was prepared to meet demand, with nearly 900,000 KitchenAid pieces in its national network of distribution centres.

**READ MORE:

* Why New Zealanders go 'crazy' for supermarket promotions every year

* Store wars: New World unveils KitchenAid promotion hot on the heels of Countdown's bricks

* Did New World customers get a fair go?

**

Pippa Prain, head of marketing and customer experience at New World said it had been “blown away” by the immediate up-take of the promotion.

The most sought-after piece in week one was the mini cocotte, which accounted for over a third of all redemptions, followed by the medium baker with reusable bamboo lid, which was responsible for another quarter.

Some shoppers had been willing to pay to redeem the cookware more quickly. About 40 per cent of redemptions during the first week opting to included a cash top-up.

“We’ve done things a little differently this year and have really built on what we heard from our customers, such as including prominent displays at the front of stores to show what they have in stock, which might be temporarily out of stock or out of stock.”

The promotion is planned for 10 weeks, but it’s still while stocks last.