Love to the rescue
Güncelleme Tarihi:
by Gamze Tüfekçi - Referans
Oluşturulma Tarihi: Şubat 12, 2009 00:00
ISTANBUL - All sectors expect sales to pick up as the ’heat of love’ spreads on a cold winter day. Hotels, shopping malls and other sectors hope couples will dig deep into their wallets to celebrate St. Valentine’s Day and liven up the market
The market is waiting to feel the heat of love as St. Valentine’s Day approaches.
Many sales people have tied up all their hopes in couples to liven the market, as they are expected to dig deep into their wallets to buy the perfect gift for their loved ones by Saturday.
In hopes to lure in as many customers as possible, many players in many industries including tourism, retail, jewelry shop and flower shop owners have launched St. Valentine’s Day campaigns. Some foreign language courses have even become a part of this campaign frenzy.
Total credit card spending on Valentine’s Day in 2007 was 420 million Turkish Liras. The day celebrated on Feb. 14 every year, encourages spending, and as the holiday falls on a Saturday this year, hotels and shopping malls consider themselves to be quite lucky.
This is a great advantage, according to Buket Oğuz, Mövenpick Hotels’ marketing manager in Turkey. "We have prepared a special Valentine’s Day package. The number of rooms in our hotel total 249 and nearly 60 percent have already been reserved. We are expecting 90 percent occupancy rate by the actual day."
"We also expect 90 percent occupancy rate at our restaurant on Valentine’s Day, which has capacity for 150 people," she said. "More than 80 people have already made reservations."
The Sofa Hotels and Residences aims for an 85 percent occupancy rate. The Sofa, which has 82 rooms in total, also has a restaurant that can host 72 customers. "We have slashed our prices" said Yasemin Uygurmen, public relations director of Sofa Hotels.
Big expectations
There has been love in the air at many shopping malls since the beginning of February, according to Aytaç Özçiçek, general manager of Olivium, located in the Zeytinburnu district of Istanbul. "We will realize the dreams of five couples who come to our mall."
The Capacity shopping mall in Istanbul’s Bakırköy district receives an average of 60,000 visitors per day, according to Tarkan Yurdaay, the mall’s general manager. "With the planned activities this figure is expected to reach 100,000."
Jewelry stores have also launched campaigns for the day. "We have prepared a collection just for couples. It is called ’The Key to Love.’ Young people are our main target. So we have kept the prices at affordable levels. We are providing 50 percent discounts and payment plans with long installment periods," said Adil Temizerler, owner of Adil Mücevher.
Altınbaş, another well-known jewelry store in Turkey, has also introduced a new collection called Aşkname.
"We are aiming at young people. Our prices vary from 400 to 4,000 liras. Using the word crisis has been prohibited in our stores this month. We aim to sell 40 to 50 items per store this month," said Serdar Nerezoğlu, Altınbaş deputy manager.
"We have a sales campaign. We are weighing more into solitaire rings and heart-shaped products. We aim to sell nearly 10,000 items," said Metehan Uyan, marketing manager of Jival.
On the other hand, flower shops expect lower activity compared to last year.
"Flower shops sold an average of 1,000 red roses last year. However, there will be a 50 percent decline in flower sales this year. Therefore, we will not increase prices," said İsmail Başaran, secretary general of the İnterflora Florists’ Association.
Many sales people have tied up all their hopes in couples to liven the market, as they are expected to dig deep into their wallets to buy the perfect gift for their loved ones by Saturday.
In hopes to lure in as many customers as possible, many players in many industries including tourism, retail, jewelry shop and flower shop owners have launched St. Valentine’s Day campaigns. Some foreign language courses have even become a part of this campaign frenzy.
Total credit card spending on Valentine’s Day in 2007 was 420 million Turkish Liras. The day celebrated on Feb. 14 every year, encourages spending, and as the holiday falls on a Saturday this year, hotels and shopping malls consider themselves to be quite lucky.
This is a great advantage, according to Buket Oğuz, Mövenpick Hotels’ marketing manager in Turkey. "We have prepared a special Valentine’s Day package. The number of rooms in our hotel total 249 and nearly 60 percent have already been reserved. We are expecting 90 percent occupancy rate by the actual day."
"We also expect 90 percent occupancy rate at our restaurant on Valentine’s Day, which has capacity for 150 people," she said. "More than 80 people have already made reservations."
The Sofa Hotels and Residences aims for an 85 percent occupancy rate. The Sofa, which has 82 rooms in total, also has a restaurant that can host 72 customers. "We have slashed our prices" said Yasemin Uygurmen, public relations director of Sofa Hotels.
Big expectations
There has been love in the air at many shopping malls since the beginning of February, according to Aytaç Özçiçek, general manager of Olivium, located in the Zeytinburnu district of Istanbul. "We will realize the dreams of five couples who come to our mall."
The Capacity shopping mall in Istanbul’s Bakırköy district receives an average of 60,000 visitors per day, according to Tarkan Yurdaay, the mall’s general manager. "With the planned activities this figure is expected to reach 100,000."
Jewelry stores have also launched campaigns for the day. "We have prepared a collection just for couples. It is called ’The Key to Love.’ Young people are our main target. So we have kept the prices at affordable levels. We are providing 50 percent discounts and payment plans with long installment periods," said Adil Temizerler, owner of Adil Mücevher.
Altınbaş, another well-known jewelry store in Turkey, has also introduced a new collection called Aşkname.
"We are aiming at young people. Our prices vary from 400 to 4,000 liras. Using the word crisis has been prohibited in our stores this month. We aim to sell 40 to 50 items per store this month," said Serdar Nerezoğlu, Altınbaş deputy manager.
"We have a sales campaign. We are weighing more into solitaire rings and heart-shaped products. We aim to sell nearly 10,000 items," said Metehan Uyan, marketing manager of Jival.
On the other hand, flower shops expect lower activity compared to last year.
"Flower shops sold an average of 1,000 red roses last year. However, there will be a 50 percent decline in flower sales this year. Therefore, we will not increase prices," said İsmail Başaran, secretary general of the İnterflora Florists’ Association.