The Moscow shoe network ALFAVIT announces the launch of a charity campaign for customers “Way to the Heart of Children through ALFAVIT”. The action is socially oriented and dedicated to the preparatory work for organizing a traditional holiday for children of the Horizon sponsored orphanage, located in the city of Zheleznodorozhny, near Moscow, on the eve of Children's Day.
For the period of the campaign from 14 to 27 in May, buyers, when purchasing some pairs of shoes in ALFAVIT stores located in Balashikha and Zheleznodorozhny, will be able to take part in the donation of gifts for children and organize a trip to the museum. With each purchase of a pair of 100 shoes allocated for the action, rubles will go to a charity fund for holding a children's holiday. 7 chain stores participate in the promotion, in each of which about 70-80 shoe models will be allocated. The action involves models of the most currently relevant for sale summer groups of children’s, women’s and men’s shoes, so the campaign cannot be called stimulating. “We do not offer our customers off-season models, under the pretext of a promotion. The summer segment was chosen specifically so that the buyer could purchase exactly what he needs now, both for his own benefit and by providing financial assistance in a charity event, ”said Ekaterina Ivanova, marketer of the company.
The buyer can also make a donation directly, without buying shoes: “At the cash desks of all stores in the network there are special cash cubes through which anyone can provide their feasible financial assistance,” said Ekaterina Trishankova, a company volunteer.
Since 2001, the network has been conducting various charity events, and since 2004, the format of meetings with children from the Horizon Shelter has become traditional. For the first time, the ALFAVIT shoe network tried a method of attracting willing buyers to help in December 2011, on the eve of organizing a holiday for children for the New Year, as an additional strengthening of the informal “buyer-seller” relationship. The charity event also took place in Zheleznodorozhny and Balashikha (not far from the territorial location of the Gorizont shelter). More than three hundred people responded to a request to collect new toys as gifts for children, in exchange for a golden discount card of the network.