Prize wheel marketing: how to sell more in store

A prize wheel in a shop or restaurant is not just a game. Set up well, it is a sales tool: it gets people through the door, makes them spend a little more to earn a spin and brings them back another day to redeem what they won. Set up badly, it is money spent on giveaways that does not move the till. The difference lies in the mechanics, the segments and how you measure the results. In this article we explain how to use a prize wheel for marketing in your business, with ideas for clothes shops, restaurants, shopping centres and openings.

First, the mechanics: who spins, and why?

The key question is what the customer has to do to earn a spin. These are the most common mechanics:

• One spin per purchase. The simplest. Works well in the sales, seasonal campaigns and busy dates.
• One spin above a minimum spend. It raises the average basket: if the threshold sits slightly above the usual purchase, plenty of people add an item to reach it.
• One spin per visit. For openings, anniversaries or the first day of a campaign, when the aim is to fill the shop.
• One spin for signing up to the loyalty club or mailing list, with the person's clear consent.
• One spin for bringing a friend. Very useful for gyms, academies and services.

Segments that bring people back

The best prize for a business is one that requires a return visit. A discount used today is fine; a discount used next week brings a second visit. Ideas that work:

• A discount on the next purchase, valid for a short period.
• A free product on the next visit.
• A free service: alterations, gift wrapping, a check-up.
• A double voucher: one for the winner and one for a friend.
• Early access to the new collection or the sale.

To keep the spin exciting in the moment, mix those segments with instant prizes: a sample, a bag, a keyring, a coffee.

Ideas for a clothes shop

• A discount on a second item.
• A free accessory: socks, a cap, a tote bag.
• Free alterations.
• A personal styling session.
• “Spin again” and a cheeky “so close”.

Ideas for a restaurant or bar

• A free tapa, dessert or coffee.
• A drink on the house.
• A taste of the chef's secret dish.
• A discount on a midweek dinner, when tables are hardest to fill.
• Funny no-prize segments, such as “Your friend is paying today”.

Ideas for shopping centres

• Vouchers for the shops taking part in the campaign.
• Free parking.
• Cinema or leisure area tickets.
• A golden segment that gives an entry into a bigger final draw.

Where to put the wheel

Location makes a big difference to the results:

• At the entrance or in the window, if the goal is to get people in. A big wheel in bright colours can be seen from the street.
• Next to the till, if the spin is linked to a purchase. The customer spins right after paying and staff can keep track of who plays.
• In an open area of the shopping centre, if the campaign is shared between several shops.

For a counter or till, a tabletop wheel of around 38, 45 or 60 cm fits without getting in the way. For the entrance, a walkway or an opening event, the 120 cm floor-standing wheel (around 120 × 190 × 60 cm) or the 180 cm giant wheel, if the premises have street-level access or a goods lift.

When to use it

• Openings and relaunches: day one sets the tone for the venue.
• Anniversaries: a reason to get back in touch with customers.
• Sales and peak dates: to stand out among all the shops offering discounts.
• Product launches: segments with samples or trials of the new product.
• Quiet months: a campaign lasting several weeks to boost footfall. Our wheels can be hired by the day, week or month.

How to measure whether it works

A wheel in a shop can be measured with very little effort:

• Count the spins every day. A sheet next to the wheel is enough.
• Use vouchers with a different code for each discount segment, so you know how many come back and which prize brings in the most visits.
• Compare the average basket on days with the wheel against similar days without it.
• Ask your staff which segments get people talking and which fall flat, and adjust for the next campaign.

A word on prize draws and promotions

If the wheel is part of a prize promotion open to the public, especially with valuable prizes or advertising outside the shop, it is wise to draw up clear terms and conditions: who can take part, what the prizes are, how many there are, which dates it runs and how prizes are redeemed. Rules can vary depending on the type of promotion and the region, so ask your adviser before you launch it. And if you ask for personal details to play, explain what you will use them for and ask for consent.

You will find more ideas on retail prize wheel, and if you will use it often, it may be worth choosing to buy a custom prize wheel.

Frequently asked questions

Which wheel is best for a small shop?

A tabletop wheel on the counter, or the 120 cm floor-standing wheel if you have a free corner near the entrance. It fits in a standard lift.

Can I keep the wheel in the shop for several weeks?

Yes. We hire by the day, week or month, and if you will use it for many campaigns, we also sell it.

Do you create the design with my prizes?

Yes. Send us your logo and your list of prizes and our team will prepare the design. Request a quote here.