Why Kids Programmes Drive Repeat Visits Better Than Discounts

For years, retailers, QSR brands and shopping centres have relied on discounts to drive traffic.

Discounts can work in the short term. They create urgency, encourage trial and help move product. But they also come with a clear downside: they train customers to respond to price, not loyalty.

The brands creating stronger repeat visitation are increasingly doing something different.

They are creating experiences families actively want to return for.

From collectible campaigns and loyalty rewards to in-store workshops, activity kits and school holiday promotions, kids-focused branded merchandise programmes are becoming a powerful way to drive emotional engagement, repeat traffic and long-term brand affinity.

At Novelli, we are seeing growing demand from brands that want to move beyond transactional promotions and create campaigns built around participation, collectability and family engagement.

Discounts Create Transactions.
Kids Programmes Create Habits.

A discount gives customers a reason to buy today.

A well-designed kids programme gives families a reason to come back again.

That difference matters.

For grocery marketers, QSR marketers, mall marketers, loyalty managers and retail CX teams, the goal is not simply to increase one visit. The goal is to create a repeat behaviour loop.

A strong kids engagement programme can encourage families to:

• visit again to collect the next item
• return for the next workshop or activity
• participate in a loyalty challenge
• redeem rewards over multiple visits
• share the experience with friends or family
• build positive brand memories over time

This turns a campaign from a one-off promotion into an ongoing reason to return.

Kids Influence More Household Spending Than Many Brands Realise

Children play a significant role in family decision-making.

According to research from the National Retail Federation, 87% of parents say their children influence at least some aspect of their purchases, either for household items or for themselves.

That influence can affect:

• where families eat
• which grocery products are added to the trolley
• which shopping centres families visit
• which brands children ask for again
• which promotions families choose to participate in
• how parents perceive a brand experience

For marketers, this is important.

Kids may not be the person paying at the checkout, but they often influence the decision to visit, participate, return or choose one brand over another.

When a brand creates a positive experience that children remember, it creates a powerful form of family influence.

Why Collectability Changes Customer Behaviour

Collectible campaigns work because they tap into simple but powerful behavioural psychology.

Limited-edition series, surprise reveals and “collect them all” mechanics create:

• anticipation
• completion behaviour
• repeat visitation
• social sharing
• ongoing engagement

Unlike a one-time discount, a collectible programme creates momentum.

A customer does not simply receive an item and move on. They become part of a sequence.

The behavioural loop is simple:

Visit → Collect → Engage → Return

This is why collectible campaigns have been used so successfully by supermarkets, QSR brands, convenience retailers and loyalty programmes.

The merchandise itself is only one part of the strategy.

The real commercial value comes from the repeat behaviour it creates.

Activity-Based Merchandise Creates Stronger Engagement

The most successful family campaigns are increasingly interactive.

Traditional passive giveaways can generate attention, but they often have a short lifespan. They are received, used briefly and forgotten.

Activity-led merchandise works differently.

It gives children something to do.

This can include:

• DIY craft kits
• buildable collectibles
• STEM-inspired activities
• workshop giveaways
• scavenger hunts
• educational activity packs
• loyalty-based activity challenges
• seasonal family experiences

These formats extend engagement beyond the store visit.

A child does not just receive a promotional item. They build it, play with it, collect it, display it or ask to complete the set.

That creates stronger emotional recall and gives the brand a more meaningful role in the family experience.

Parents Reward Brands That Create Positive Family Moments

A successful kids programme also needs to appeal to parents.

Parents are increasingly looking for campaigns that feel purposeful, not disposable.

They are more likely to respond positively to programmes that offer:

• screen-free engagement
• educational value
• creativity
• reusable products
• sustainable materials
• family participation
• developmental play
• quality time with children

This is why brands are moving beyond simple giveaways and toward more considered engagement models.

When a campaign creates a positive family moment, the brand benefits from more than awareness.

It can build:

• stronger emotional loyalty
• improved brand recall
• increased repeat visitation
• higher loyalty participation
• stronger word-of-mouth
• greater long-term brand affinity

For retailers and QSR brands, that emotional connection can be far more valuable than a short-term discount.

Why Kids Programmes Can Protect Margin Better Than Discounts

Discount-led campaigns can drive traffic, but they often come at the cost of margin.

They can also be easy for competitors to copy.

Kids engagement programmes offer a different commercial advantage.

This is why family-focused programmes are so effective.

They give customers an additional reason to choose a brand that is not based purely on price.

The Future of Loyalty Is Participation

The strongest family campaigns no longer ask:

“What free item can we give away?”

They ask:

“What ongoing experience can we create?”

That shift is changing how retailers, QSR brands and shopping centres think about branded merchandise.

Successful kids and family programmes now combine:

• physical merchandise
• activity and participation
• collectability
• loyalty mechanics
• family engagement
• strong creative execution
• repeat visit incentives

The result is a campaign that does more than hand out products.

It creates a reason for families to engage, remember and return.

How Novelli Helps Brands Build Kids Engagement Programmes

At Novelli, we help brands develop kids and family merchandise programmes designed to drive repeat visits, loyalty participation and emotional engagement.

This includes:

• collectible campaigns
• loyalty rewards
• activity kits
• workshop merchandise
• school holiday promotions
• seasonal campaign concepts
• custom branded merchandise
• packaging and sourcing support
• end-to-end production

The future of branded merchandise is no longer about giveaways alone.

It is about creating experiences families remember - and want to return for.

Looking to Develop a Family-Focused Campaign?

If you are looking to create a kids campaign, collectible programme, activity-led promotion or loyalty-driven merchandise range, Novelli can help you build a programme designed to drive repeat visits and long-term brand engagement.

Talk to Novelli about your next family-focused campaign.