Beyond Discounts: Rewards Become a Way for Retailers to Retain Customers
Promotional programmes in the retail industry are increasingly evolving beyond simply offering price cuts. In addition to driving transactions, promotional periods are also being used to build consumer engagement through reward programmes that provide added value after customers make a purchase.
This pattern is visible in the Planet Surf Fashion Fest Big Sale programme, which ran for nearly five months, from 7 March to 31 July 2026. Planet Surf Indonesia’s annual programme not only offered special prices and extra discounts, but also gave customers the opportunity to obtain extra rewards with a total value of hundreds of millions of rupiah.
The programme was aimed at streetwear and surf culture enthusiasts across Indonesia. The collection on offer included a number of brands available at Planet Surf stores, including Spyderbilt, Voxfly, Planet Surf Clothing, and Dragon.
The programme culminated on 13 August 2026 with the Grand Prize draw. The draw was broadcast live via the official Instagram account @planetsurf_indonesia, allowing customers to follow the process digitally.
Planet Surf Indonesia’s General Manager Operational, Artha, said the Fashion Fest Big Sale programme is part of the company’s commitment to providing a shopping experience as well as appreciation to customers across its store network.
“Planet Surf is always committed to delivering the best shopping experience for young fashion trend enthusiasts in Indonesia. This Fashion Fest Big Sale programme is not merely an annual discount party, but a tangible form of appreciation and gratitude from management for the loyalty of our loyal customers in all stores,” said Artha, quoted on Sunday (16/8).
According to him, the draw is one of the stages customers look forward to because it provides an opportunity to win various prizes, including one electric car as the main Grand Prize.
“We are very enthusiastic about welcoming the draw day and are ready to hand over a series of spectacular prizes, including one electric car as the main Grand Prize,” he said.
In this programme, customers who had collected e-coupons had the opportunity to take part in the Grand Prize draw. The scheme is part of the reward mechanism provided after customers participate in the Fashion Fest Big Sale programme.
The prizes prepared included one VinFast VF3 electric car as the main Grand Prize. In addition, there were three electric motorbikes, three iPhone 17 units, five PlayStation 5 (PS5) units, five Samsung Tab S10 FE units, and eight electric bicycles.
Planet Surf Indonesia’s Marketing Holding, Tikki Capriati, said public enthusiasm for the programme was quite high during the campaign period.
“The public response to this year’s programme has been extraordinarily high. We from the marketing team have ensured that all stages, from e-coupon collection to today’s draw process, have run very transparently and accountably,” said Tikki.
According to Tikki, transparency is a concern throughout the entire process, from e-coupon collection to the draw. The marketing team also ensured that customers could follow the draw process openly.
“We are ready to announce the lucky winners who are entitled to take home the electric car Grand Prize as well as various other spectacular prizes,” she said.
The Grand Prize draw was conducted legally and openly. In addition to being broadcast live via an Instagram Live session, the process was witnessed digitally by customers and ratified by the Social Service, the Bali Regional Police, and a notary.
The involvement of these parties is part of a draw process carried out transparently and accountably. For customers, this mechanism provides access to witness directly the process of determining winners after the programme period ends.
Fashion Fest Big Sale itself is an annual mega-promotion programme that combines special price offers with an extra reward scheme. During the programme, customers could obtain extra discounts on collections from a number of brands available in the Planet Surf store network.
Loyalty programmes are not only seen as a form of appreciation, but also as part of efforts to build long-term relationships with customers. Competition in the retail industry is pushing companies to continue strengthening customer loyalty programmes.