Has the word "sale" now lost any meaning? What are you doing about it?

[snipe12]

I am just wondering if the word sale has basically been so over used lately that no one pays attention anymore? Even sale signs with offers of up to 70% off don't attract me.

I was speaking to some friends about this at a party (I must be a fun guest) and not one of them pays attention to a sale or discount sign/advert etc. Comments about the likes of DFS who have a sale ending every week and almost every shop having a discount sign has caused people to become indifferent. The only exception to this rule within the group was if they already shopped at that business, it would make them go back sooner/more often or buy more.

I was asking about what would attract them and the one thing they all agreed on was something for free. Whether that literally be a free gift when they walk through the door or if they buy a certain value of product. KFC recently did it with the help of Oprah and so many customers turned up that they had to rain check the offer. People were literally waiting for a few hours to get a freebie worth a few dollars. I find it amazing people would spend a few dollars on fuel to get to KFC, stand in line for hours all for something such low value but free.

So all in all I am wondering what everyone is doing advertising wise. I am considering just giving away something for free to the first 100 customers without the need to buy anything. I am trying to find a way to attract these people. Once in my shop most will buy something and they return often but the issue is getting people through the door!

What does everyone think? How are you advertising?
Do you think giving something for free would get customers to come to your business?

[website]

the word sale has been destroyed by the big players saying 95% of a t shirt and it still being £5 (george), those bankers :)

[Mister B]

I think that the term "sale" was destroyed some years ago.

I also think that the emphasis has now moved on from "sale" items to items which offer both value and quality at the same time. If you look at better selling products, these are more often than not, never discounted which just proves that if the brand and product offering is strong enough, there is no need for continuous discounting. Price cuts can then be reserved for the end of season, which is quite rightly where they belong.

Mister B

[snipe12]

I think that the term "sale" was destroyed some years ago.

I also think that the emphasis has now moved on from "sale" items to items which offer both value and quality at the same time. If you look at better selling products, these are more often than not, never discounted which just proves that if the brand and product offering is strong enough, there is no need for continuous discounting. Price cuts can then be reserved for the end of season, which is quite rightly where they belong.

Mister B

I couldn't agree more. All of this sale stuff is just confusing and what is worst is a lot of companies seem to be reducing quality so they can slash the prices. I personally think quality is even more important now but it has to be for a much more reasonable price.

The only time I put my products on sale is when they are coming towards the end of their shelf life. It helps me clear it and the customer gets a great deal. The rest of the time it is full price. If everything was on sale all the time then it would de-value my product. Just like DFS do, all their sofas are half price all of the time and it doesn't fool anyone really and de-values their products.

[KateCB]

Agreed - I as told some year ago that if I discounted or put my goods on 'sale' then I as devaluing them - we have a stock taking clearance at the beginning of April - and it truly is a stocktaking clearance - you know, we stock take and 'find' things hidden where they shouldn't be - oddments, odd sizes - jackets with no trousers and vice verse - we offer these at silly prices just to clear them out and that seems to work reasonably well.....no takers for the punchbag wall bracket this year though - no idea why I have one left!

We tried the FREE gift - relevant to our industry, which was a Cardio Kumite Video (See, shows how long ago that was!) but the take up wasn't great - we also ran a 'spend £100 and get entered into our monthly prize draw for a strikeshield/deluxe focus pads etc' - again the take up wasn't anything to write home about - we tried offering a choice of gifts for orders over £100 (Something relevant to our industry, a maagnetic chess set, or a £10.00 gift voucher to spend with us at a later date) - same results....I have 10 magnetic chess sets left if anyone is interested!

I try to omit the word SALE from all advertising - we had a supplier recently wrote to us with 95% SALE leaflets - we bought nothing.......

[JEREMY HAWKE]

I am just wondering if the word sale has basically been so over used lately that no one pays attention anymore? Even sale signs with offers of up to 70% off don't attract me.

I was speaking to some friends about this at a party (I must be a fun guest) and not one of them pays attention to a sale or discount sign/advert etc. Comments about the likes of DFS who have a sale ending every week and almost every shop having a discount sign has caused people to become indifferent. The only exception to this rule within the group was if they already shopped at that business, it would make them go back sooner/more often or buy more.

I was asking about what would attract them and the one thing they all agreed on was something for free. Whether that literally be a free gift when they walk through the door or if they buy a certain value of product. KFC recently did it with the help of Oprah and so many customers turned up that they had to rain check the offer. People were literally waiting for a few hours to get a freebie worth a few dollars. I find it amazing people would spend a few dollars on fuel to get to KFC, stand in line for hours all for something such low value but free.

So all in all I am wondering what everyone is doing advertising wise. I am considering just giving away something for free to the first 100 customers without the need to buy anything. I am trying to find a way to attract these people. Once in my shop most will buy something and they return often but the issue is getting people through the door!

What does everyone think? How are you advertising?
Do you think giving something for free would get customers to come to your business?

Good post but I think the new word you should be using is "Scrappage Scheme"..Remember it in about 6 months every company be doing one :D

[silvermusic]

All these sale banners I see in shops are starting to look like wallpaper, I don't take any notice of them anymore.

[snipe12]

We tried the FREE gift - relevant to our industry, which was a Cardio Kumite Video (See, shows how long ago that was!) but the take up wasn't great - we also ran a 'spend £100 and get entered into our monthly prize draw for a strikeshield/deluxe focus pads etc' - again the take up wasn't anything to write home about - we tried offering a choice of gifts for orders over £100 (Something relevant to our industry, a maagnetic chess set, or a £10.00 gift voucher to spend with us at a later date) - same results....I have 10 magnetic chess sets left if anyone is interested!

I try to omit the word SALE from all advertising - we had a supplier recently wrote to us with 95% SALE leaflets - we bought nothing.......

95% off wow. I would just think two things. Either their mark-ups were mega before, they had got in some very cheap stock or finally they were about to go out of business and would my products actually arrive.

I don't think a £10 voucher or chess set would interest me either and I am always cautious about free draws as I think people will spam the hell out of me. I am assuming and I am not speaking with any knowledge here but surely in your business, getting repeat customers is far harder than most. I know loads of people who take up some kind of sport, go mad on it for a few weeks and then get bored and the equipment sits in the corner gathering dust. Nothing about you or your service, just people in general. What I would go for from a customers point of view (offer wise) would be for example - I buy kick boxing stuff to use at home and you give me a voucher for free lessons at a local place. If I could practise with others, it would keep my interest much longer and I would keep using the home stuff too and likely buy new stuff. I am sure most martial arts clubs etc would welcome you basically sending them customers and wouldn't charge you for it as they have issues themselves of getting new members and retaining them.

JEREMY HAWKE - too right, there are loads of garages right now with old bangers up on ramps displayed and covered with stickers saying about getting money off. Makes me a little sad when half of them are actually better than my current car http://www.ukbusinessforums.co.uk/forums/images/icons/icon10.gif

[KateCB]

Most martial artists are very loyal to us thank goodness, and we sell 50/50 retail and trade, so instructors tend to stick around 30 - 40 years! We couldn't offer free lessons anywhere as the instructor wants paying, AND most people already train in a specific discipline, so wouldn't be interested in attending anywhere else - your Sensei/instructor is GOD!!

We offer all our instructors a free listing so that students can find them on our web site, we also have lists in the office of times/costs of training as we get many calls looking for local/discipline specific clubs - its not the trade customers that are the problem really, as they buy continuously, its the retail customers!

Like us all,they go to nwe sites and buy the same stuff....just like getting a burger fomr abc burgers and then 'trying' cde burgers..we have 6000 repeat retail customers, 1200 true trade accounts (i.e. buy in bulk) and around 2500 casual trade accounts - these are people that whilst they are instructors tend to buy as and when as a favour to their students!

The company with the 95% sale were selling things that were discontinued in their own range or now obsolete for competition use etc - they needed to get cash in the bank quickly and any amount in the bank is better than none at all - they have been around for 30 years, and to be honest I think they will be around for another 30 as they have massive buying power - they too though are feeling the pinch too hence their 'SALES'!

[snipe12]

Most martial artists are very loyal to us thank goodness, and we sell 50/50 retail and trade, so instructors tend to stick around 30 - 40 years! We couldn't offer free lessons anywhere as the instructor wants paying, AND most people already train in a specific discipline, so wouldn't be interested in attending anywhere else - your Sensei/instructor is GOD!!

We offer all our instructors a free listing so that students can find them on our web site, we also have lists in the office of times/costs of training as we get many calls looking for local/discipline specific clubs - its not the trade customers that are the problem really, as they buy continuously, its the retail customers!

Like us all,they go to nwe sites and buy the same stuff....just like getting a burger fomr abc burgers and then 'trying' cde burgers..we have 6000 repeat retail customers, 1200 true trade accounts (i.e. buy in bulk) and around 2500 casual trade accounts - these are people that whilst they are instructors tend to buy as and when as a favour to their students!

The company with the 95% sale were selling things that were discontinued in their own range or now obsolete for competition use etc - they needed to get cash in the bank quickly and any amount in the bank is better than none at all - they have been around for 30 years, and to be honest I think they will be around for another 30 as they have massive buying power - they too though are feeling the pinch too hence their 'SALES'!

I am glad to hear you have loyal customers. It sounds like a pretty good customer base!
You're right, it would be impossible to do other than locally to your shop. It strikes me as narrow mindedness purely on their part if the Sensei would make you pay. They couldn’t ask for any more targeted marketing as people are only in your shop if they are interested and all it would cost the Sensei is a little time. If they were any good then people would come back for a paid lesson after the free one. If I was a Sensei, I would be over the moon if you sent customers to me to do a free trial lesson, hell I would probs even pay you! You're obviously doing things well with such a large customer base, it's a shame the Sensei type people don't think like this as it could be great for both parties.

[KateCB]

Thing is we are retail internet based - no shop!

We have offices/warehouse and design rooms, but no retail type set up.

All instructors offer a first lesson free anyway, so there is no benefit to them, us or the customer!

[Nickdavis87]

For a sale to be successfull the customer obviously needs to feel like they are getting a good deal from it, i don't even bother looking at the sale items in most stores anymore as it tends to be the same old tat re-discounted every 3 months.

When i worked at Whsmith a few years ago we got some USB sticks in 3 months before xmas at £49.99, this was well over the usual price in other stores, suprise suprise xmas came around and it was something like 75% off, all just a marketing scam. We only had about 3 in stock at fill price, then at xmas we had loads.

The sales i am most likely to buy from are some of the ones where they really are clearing stock and do have reductions i am interested in

[snipe12]

Thing is we are retail internet based - no shop!

We have offices/warehouse and design rooms, but no retail type set up.

All instructors offer a first lesson free anyway, so there is no benefit to them, us or the customer!

That would make it a bit more difficult then. When you said you would have to pay, I thought you meant that everyone would have to local to you. It didn't make any sense for them not to do a free trial lesson.