A Failure of Joined-Up Marketing
I got a flyer through the door today
from a venerable nation-wide high-street shop.
I always look at these
to see what they’re selling and how
although I rarely buy anything.
Today I saw an offer for something
that I’ve wondered about getting for a long time now, and
at half price I just might bite.
So I went to my local branch to look for the product.
And couldn’t find it.
Sales staff were friendly
but knew nothing of the product being promoted
in the company flyer.
“Maybe its only in our larger shops.”
And which are those?
No one could say.
Neither could the company website.
(Although it could sell me the product at full price.)
That’s a sale lost. My
impulse to purchase abandoned in the face of
barriers to purchase.
So if you run a promo
Tell the sales staff about it.
And if the item is only in some locations
Make sure the customer can find it.
It’s not hard to get right
But it’s easy to get wrong.