Image by Mike Petrucci

First Responders

25 June 2020

day

We are excited to announce the ‘kick start’ to our Retail Recovery program post the COVID19 crisis. ARA members are invited to participate in ‘First Responders Day’ - a promotional event where retailers large and small combine their efforts to thank first responders for their contribution to Australian health and safety during COVID19 by offering them a special retail instore discount. This is our way of saying thank you

whilst driving sales for the industry.

 

An ARA initiative, First Responders Day will take place for one day only on

Thursday, 25 June 2020, and will support the efforts of Australian medical

and health workers and police.

 

We cannot have an economic recovery without a retail recovery.

We look forward to your participation to help make this a successful event.

Note: Retailers need to include the terms and conditions of their store offers across all relevant digital platforms (i.e. website and social media), and the artwork (i.e. posters and signage) which can be found in the digital asset package. All promotional materials must mention that first responders will need to identify themselves via a photo ID or uniform when shopping in store to

receive the offer/promotion.

FAQs

What is First Responders Day?

Q

A

First Responders Day recognises the courage, commitment and contribution of our first responders during COVID-19 by offering a special discount to these workers at all participating Australian retailers. It’s our way of saying ‘thank you’ for these outstanding efforts, on behalf of Australian retailers and all Australians. This event is part of a broader Retail Recovery campaign supported by Australian Retailers Association, which combines the promotion and advertising resources of leading Australian media and social media channels. Our aim is to create a sustainable retail recovery - by helping consumers to feel safe, welcome and excited about their renewed shopping experience. Leading advertising group, TBWA, have developed the creative assets for the campaign which retailers can use to promote the event across social media and other promotional channels. These will be downloadable from our First Responders landing page. All efforts to-date are part of a pro-bono contribution to Australian retailers, and we thank TBWA and all our campaign partners for their generous support.

Q

When is First Responders Day?

A

Thursday 25 June - the final Thursday in June. 

Q

Who is behind the event?

A

First Responders Day is an initiative of Australian Retailers Association in partnership with its members and strategic partners.

Q

What is the proposition / offer?

A

Each participating store is offering a special discount to all First Responders on the day. These offers will vary from store to store. You can check the details on the website of each participating store.

Q

Define a first responder:

A

First responders include: medical and health workers including doctors, nurses, paramedics and ambulance staff, policemen and women. Whilst the focus of the campaign is on health and medical workers, we are also extending the offer to firefighters, as an acknowledgement of their work during the Australian Bushfires. There are approximately 750,000 workers estimated to be within those categories within Australia.

Q

How will customers know what the deals are and which stores are participating?

A

Visit the website or social media channels of your favorite stores to find out more about the discounts.

Q

How will stores manage social distancing if this event attracts large crowds?

A

There are social distancing measures in place within all stores already. We encourage everyone to abide by the existing rules. We have selected a day which has extended trading hours and the retail wide nature of this promotion should ensure there is adequate space and time for everyone to participate.

Q

Will the retail offer be available online?

A

This is primarily an instore event to encourage our first responders to connect with the retail industry so we can say ‘Thank you” for your efforts during the COVID19 crisis. Retailers not concerned about margin, can extend the offer online by using ‘FirstResponder’ code. Unfortunately, there are no means to check First Responder identity online.

Q

How will store staff VET identities?

A

We are asking First Responders to bring a Photo ID which shows their work identity. Alternatively, they can shop in their work uniform.

Q

How will you verify someone’s online identity?

A

Unfortunately, there are no means to check First Responder identity online so the retailer can decide to make this an instore event only.

Q

What if someone is using another person’s identity?

A

A photo ID which shows the work identity of the customer is required to verify identity.

Q

What if a first responder can’t make it into the store on that day?

A

This is a one day only, limited time event. First responders can also participate online.

Q

Is there a limit to how much First Responders can buy?

A

Not on this day - although some limits may be imposed by particular stores to reduce obvious hoarding.

Q

How do I find out more?

A

There is a section of the ARA website devoted to this event with further information.

Q

What is the hashtag for the day?

A

#FirstRespondersDay

Q

How are you promoting the event?

A

Leading advertising group, TBWA, are developing creative assets for the campaign which can be used to promote the event across social media and other promotional channels. We are asking participating retailers to use their own promotional channels - their website, social media and in-store - to promote the day. The ARA in partnership with TBWA is also driving a national publicity campaign around the event.

Q

Will the posters and other promotional materials be delivered to me in printed form?

A

You will receive digital assets and are encouraged to use your own promotional collateral and channels - website, social media and in-store - to promote the day. Retailers can also choose to print the ARA promotional materials downloadable on the ARA website.

Q

Do I need to be an ARA member to participate in this promotion?

A

All retailers are welcome to participate in this initiative.

Q

Why is ARA asking retailers to offer a discount when they are in financial difficulty?

A

Special promotions like this actually help stimulate sales. This initiative kick starts a longer term Retail Recovery Campaign which has many elements.

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FAQs

Offers and promotions will vary from store to store. We advise that customers check the terms and conditions of the offer/promotion on the participating retailer’s website before visiting in-store