Gravity Wagers With Its Customers: Sales at stake for this snowboard shop, sort of

Ever thought about snow insurance? Gravity in Virginia Beach, Virginia, will offer some to its customers this year. And the stakes are high.

The shop is offering a full refund to any customer who buys an item that costs more than 100 dollars (preferably a snowboard jacket or snowboard) from the shop in the month of December if it snows one inch in Virginia Beach on December 31.

But don’t be fooled. The promo is a win-win situation for both the shop and its customers.

The shop teamed up with a local insurance company to cover the deal. Owner Thom Forster paid 3,200 dollars for the insurance and if it snows, the insurance company will pay for all the 100-dollars-or-more items bought during the month-long contest. Forster is betting that number will be much larger this year than last thanks to the new promotion.

Of course, a Virginia Beach snow storm in December is really rare, but not unheard of, so the insurance company has a good chance that it won’t have to pay. For the shop, it’s an extra way to drive sales and add value for a small chunk of its marketing budget. The consumers’ll be praying for snow-and isn’t that what we all pray for each season anyway.

-John Stouffer

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