"It's on the house" - Botany Town Centre spreads Random Acts of Kindness

Research indicates strong links between random acts of kindness and improvements in the health and wellbeing of individuals. In fact, this social act will be the number one consumer trend in 2011, according to Trendwatching.com, which reports, “Consumers’ cravings for realness, for the human touch, ensure that everything from brands randomly picking up the tab to sending a surprise gift will be one of the most effective ways to connect with customers in 2011.”

However, with the hardworking, earn-your-keep, number-8-wire mentality firmly entrenched, Kiwis can be a little sceptical when offered things for free. Leading into February, Botany Town Centre conducted a social experiment on its own shoppers, with the help of true-blue Kiwi and author of Myth New Zealand, Justin Brown.

Varying responses and reactions were received when several shoppers found themselves on the receiving end of a random act of kindness, in the form of gift cards to pay for their purchases.

Botany local Allan Craig had seen Justin Brown in Fountain Lane South before heading into Barkers to find a new shirt. “The last thing I expected was to be approached and given a gift card for my purchase,” says Mr Craig. For a plumber, working hard is second nature, but he admitted being more frugal while feeling the effects of the financial pinch. The ‘shout’ from Botany Town Centre was a welcome gift.

“We realise Kiwis have had a tough couple of years and particularly after Christmas, people may be feeling a little out of pocket,” says Botany Town Centre Senior Marketing Manager Desiree Clark. “We see this as an opportunity to show some random acts of kindness by helping people through a difficult period, and what better way to do this, as a shopping centre, than paying for their purchase.”

“The recession is a tough time, but Kiwis, true to form, seem to be getting on with it,” says Mr Brown.

The experiment launched the Botany Town Centre initiative, ‘Snapped’, to give people a helping hand this February (14 – 27) by paying for their purchases. If a shopper is photographed as they are about to make a purchase in-centre, they get that item for free.

During February, Botany Town Centre will also be supporting the Heart Foundation on a number of initiatives, including the Annual Appeal collection day on Friday 11 February. Shoppers who are ‘snapped’ donating to the Heart Foundation on collection day will win one of many great prizes, including Botany Town Centre gift cards, Marie Claire “Summer” cookbooks and wooden toy packs for the younger ones.

Cardiovascular disease (heart disease, stroke and blood vessel disease) is New Zealand’s biggest killer of men and women, responsible for 38% of all deaths, many of them preventable.

“To help keep our families and communities together longer, it’s more vital than ever that New Zealanders get behind our Annual Appeal,” says the Heart Foundation’s Medical Director, Norman Sharpe.

For more information on the Botany Town Centre ‘Snapped’ campaign, visit www.botanytowncentre.co.nz or the Botany Town Centre Facebook page http://www.facebook.com/home.php#!/pages/Botany-Town-Centre/193030827373891

Justin Brown’s random act of kindness experiment can be viewed on YouTube at http://www.youtube.com/watch?v=5VGjNyMbM-E.

References
Trendwatching.com. (January, 2011). 11 Crucial Trends for 2011. Retrieved from http://trendwatching.com/briefing/