People can do without luxury items. They don’t like going without premium products. Even whilst moaning about the credit crunch shoppers are still splashing out on things they can justify to themselves as “worth it”. Discounter supermarkets were all the rage in 2008 but in 2009 their growth has slowed dramatically. Conversely the premium store [...]
August 12th, 2009
The product is worth the price
July 29th, 2009
The look of the thing
I love being able to buy books in Tesco and I am grateful that I can get a paperback for the same price as a magazine. It means that I get to read all the best sellers once they’ve been made popular by other people. I’ve even read the whole of the much derided Twilight [...]
July 15th, 2009
Cash is the most expensive way of buying loyalty
Loyalty programmes specialist The Logic Group has found that although nearly half of all adults are signed up to loyalty schemes they don’t take part in them. Is anyone surprised?
Loyalty is a currency that a retailer has to earn through customer service and care. Customer loyalty is spent every time the store is out of [...]
July 1st, 2009
Making direct mail about the product
A good marketer understands that when sending unsolicited direct mail you’re trying to get people’s attention. Presentation is important, but the most important thing is to be generous, and to be generous without strings. “Free” is great. “Free – if you sign a two-year contract” isn’t being generous. It’s an incentive but it’s not generosity. [...]
June 23rd, 2009
Did you catch The Wave?
If you haven’t yet caught sight of Google’s Next Big Thing it’s called The Wave – an exciting revolution in modern communications.