In the Netherlands, C1000 (Schuitema), one of the biggest supermarket chains in the country, ran a Gogo’s loyalty scheme towards the end of 2009.
The store offered a free character with every ten Euros spent and its turnover increased by more than five per cent as a result of the promotion
A similar scheme is currently running in Carrefour stores in Belgium and the retailer has developed a website (www.carrefour.eu/gogos) to run alongside the promotion where kids can create their own Gogo and download a special Gogo’s song.
The promotional activity is backed by a licensing programme in the region. Working together with PPI Worldwide Group, PPI’s Benelux promotions agents Glow Europe negotiated both the Schuitema and Carrefour promotions before themselves becoming Gogo’s licensees by signing deals for apparel, stationery and gifts.
Van der Erve is on board for apparel accessories, and Belltex is set to launch Gogo’s branded bedding. The Glow range is already on sale in Carrefour in Belgium and sales are described as ‘spectacular’.
“Gogo’s has absolutely exploded onto the market in Benelux and anything related to the brand is selling like hot cakes, replicating the ongoing success of the property in the UK and across the world,” says Bulldog MD Rob Corney.