The Moscow Region shoe chain "ALFAVIT" announces the launch of a charitable campaign for customers "The Way to the Heart of Children through" ALFAVIT ". The action has a social orientation and is timed to the preparatory work on the organization of a traditional holiday for the children of the sponsored orphanage "Horizon" located in the town of Zheleznodorozhny near Moscow, on the eve of Children's Day.
For the period of the action from May 14 to May 27, when purchasing some pairs of shoes in the ALFAVIT stores located in Balashikha and Zheleznodorozhny, they will be able to take part in donating funds to buy gifts for children and organize a trip to the museum. With each purchase of a pair of shoes allocated for the action, 100 rubles will go to a charitable foundation for a children's party. The action is attended by 7 chain stores, each of which will be allocated about 70-80 shoe models. Models of the most, at the moment, on sale - summer groups of children, women and men shoes, participate in the action, therefore the action cannot be called stimulating. “We do not offer our customers non-seasonal models under the pretext of a promotion. The summer segment was chosen specifically so that the buyer could buy exactly what he needs now, both for his own benefit and by providing material assistance in a charity event, "said Ekaterina Ivanova, marketing specialist of the company.
The buyer can also make a monetary donation directly, without buying shoes: “There are special cash cubes at the checkout counters of all the stores of the chain, through which anyone can provide their financial assistance,” says Ekaterina Trishankova, a company volunteer.
Since 2001, the network has been holding various charitable events, and since 2004 the format of meetings with children from the “Horizon” orphanage has become traditional. For the first time, the shoe chain "ALFAVIT" tried the method of attracting willing buyers to help in December 2011, on the eve of organizing a holiday for children on New Years, as an additional strengthening of the informal relationship "buyer-seller". The charity event also took place in Zheleznodorozhny and Balashikha (not far from the territorial location of the “Horizon” shelter). More than three hundred people responded to the request to collect new toys as gifts for children, in exchange for the chain's gold discount card.