Well, this certainly gives new meaning to saving up for your rainy day fund.
A creative coupon campaign is trying to turn rainy days a little sunnier, by offering discounts that reveal themselves only when the skies open up.
You’ll just have to go to Thailand to cash in.
It’s monsoon season there right now, which can put a damper on locals’ excursions, even something as simple as going grocery shopping. So Lotus’s Go Fresh, a local grocery chain, wants to brighten up its customers’ day, with something it’s calling “Rain Coupons.”
“During Thailand’s intense rainy season, most people instinctively stay indoors, hide out, or find themselves stuck waiting for the downpour to stop,” Lotus’s said in announcing its campaign. “Understanding this natural behavior, Lotus’s wants to completely flip that habit — inviting everyone to grab an umbrella, embrace the rain, and discover hidden delights waiting just outside their doors.”
Actual coupons are stenciled onto the pavement outside Lotus’s Go Fresh stores. The catch is, they’re only visible when wet. So a sunny day means no coupons, while a rainy day reveals the offers. They’re created with waterproof spray, so the stenciled areas stay dry when the surrounding pavement gets wet, making the discounts visible.
Shoppers simply need to pull out their phone, take a photo of the coupon they’d like to use, and redeem it in the store. Offers include a coupon for discounted laundry detergent (“that ensures clothes stay fresh regardless of how damp and humid the weather becomes,” Lotus’s says), hot beverages (“perfect for warming up after getting caught in the rain”), a 10% storewide discount (“perfect for those rainy day pick-me-ups that everyone needs”), and even a free raincoat (“ensuring that even the most unprepared shopper can stay dry while hunting for more deals.”)
“This weather-activated advertising represents a breakthrough in experiential marketing, combining practical utility with genuine surprise and delight,” Lotus’s boasted. “Rather than viewing Thailand’s intensive rainy season as an obstacle to retail success, Lotus’s has cleverly positioned it as an opportunity for connection, surprise, and community engagement.”
And competitors had better watch out, because Lotus’s says it’s engaging in some “guerrilla marketing” by placing the coupons in additional locations beyond its own store entrances. Shoppers might find Rain Coupons at bus shelters, subway stations and other places where people are likely to gather to stay dry during downpours. They’re even likely to show up outside other grocery stores, encouraging consumers to snap a photo and do their shopping at Lotus’s instead.
Lotus’s technique could be something American grocers might want to try. Maybe Rain Coupons could brighten up dreary days in a place like Seattle? How about wind-activated coupons in Chicago, or heat-activated coupons in Phoenix? The weather-related possibilities are almost endless, with the right stenciling technology.
“So this rainy season, don’t hide from the rain or let gloomy weather dampen your spirits,” Lotus’s is advising shoppers. “Keep your eyes peeled for Rain Coupons, snap a photo the moment you spot one, and rush into your nearest Lotus’s Go Fresh location for incredible deals that won’t last once the ground dries up.”
When the rain falls, so will your grocery bill. Not a bad consolation prize when your day out becomes a washout.
