The Integration Point: a credit card terminal at a retail PetSmart location.
The UMV: a $1 donation to help homeless pets.
What makes this such a great example is that the upsell is integrated right into the credit card terminal's menu, so just before you complete your transaction, a simple, yet powerful question:
The power is in how easy it is for the customer to pay for the UMV. The customer only has to spend a few seconds reading a question, and then must answer YES or NO, and he's done.
This particular example of integration marketing is successful for three reasons: the store's credibility, it's for a good cause, and it's so inexpensive, most customers won't even feel the pain of spending an extra dollar.
Dan Stanley
Learn more at: http://www.sitesplitter.com
I just wanted to clarify what happens at the point of integration. After a customer swipes his credit card, the credit card terminal shows this message:
DONATE $1 TO HOMELESS PETS
NO Thanks YES
This happens every time a customer makes a credit card purchase at PetSmart.
With approximately 1,000 stores (as of November 2007), you can see that finding a high quality integration point is one of the most important factors that determine your success with integration marketing.