Wednesday, 22 September 2010

What's in a name?

Next time you launch a loyalty card call it a 'don't miss out card', you might get a lot more people playing more frequently.

Monday, 20 September 2010

Last impressions count

Retailers focus on the store, the layout, display but sometimes other things define the visit more. Contrast what happens in Sainsbury's (can i pack your bags) and IKEA (your boot being too small) and M&S (5p a bag).

Most of us can afford 5p a bag but the problem is your start thinking in terms of bags. Do i need another plastic bag to perhaps i don't need that extra bag of Bruschetta. The notion of constraint is embedded in our heads by the shopping process, all because of 5p. M&S don't capture customer data at at an individual level so they probably don't understand how this impacts on purchase behaviour. Anyone know?

Other supermarkets suffer similarly. They offer a discount for buying 6 bottles of wine. Excellent. But they always run out of boxes, and carrying 6 bottles in plastic bags is not ideal, especially the Rioja covered in wire. So what do you do? Buy two bottles not six.

About Me

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United Kingdom
Just curious about marketing, psychology, economics, business, irrational behaviour, people, models, communications, advertising, market imperfections, b2b marketing. I work in the marketing communications industry for OgilvyOne.