Photo by Artem Beliaikin on Unsplash
My wife found some nice home decor items at a local craft/hobby/home decor store. She had been waiting for certain items to appear on the shelves and when she did, she snapped them up.
On her way out of the store, another customer told her that those items would be on sale on Monday. If you bring them back, they will refund 50% of your purchase. I know, I thought it sounded too good to be true, too. My wife called and sure enough, that’s what they would do. And you couldn’t just bring your receipt. You had to physically cart the items into the store with the receipt, and they would credit your card.
We had already hung the items on the wall, but they came down easy enough. My wife loaded them back into the car, carried them back into the store, and drove them back home with the promised 50% credit.
Sweet. But I have questions. Why not just sell the items for 50% off. After all, a lot of stuff in the store is “50% off.” Why make them bring the items back in? The receipt isn’t good enough? Why can’t you do this whole thing online? You can do everything else online, from refinancing your home to buying a car.
Of course, I know the strategy is to get you back in the store. That’s why you get bonus bucks, discount coupons on your receipt and flyers in the mail. The more often you’re in the store, the more you’ll buy. Plus, how many people will actually take down the decor items and bring them back to get the discount and credit? I’m guessing not many.
That’s marketing these days. Drive traffic to your website. Get people into the store. Put wonderful items at the end of every aisle. Make people think they are getting a great deal. If they are willing to give you 50% back, think of how much that item was marked up to begin with!