Sale is one four letter word that people like to hear. It has always been part of marketing strategies and advertising campaigns. But is it used too much?
I have been following a major furniture chain that operates nationally and in the Philly area to decide when would be the best opportunity for me to buy a new sofa. For the past six months I have checked the store to see if the price has dropped enough for me to buy. They keep running television, print and radio spots declaring that everything on the store is on sale. Yet for this item the price hasn’t moved.
This seems to be a permanent sale item and the price hasn’t gone up or down and every time I go to the store I’m told this is the sale price. So the question is, if the price doesn’t change is it really on sale?
It’s hard to figure out the true cost of things at many area stores with their “One Day Sale” or Early Bird Specials” when they have one of these events every week. Sometimes you run the risk of your customers getting immune to your special deals because they know if they don’t buy this week you will just run a different sale next week and the same items will still be discounted.
Sales events need to offer real value to consumers to keep them coming back.
What do you think? Do you know any local businesses that you think either over use sales events or a business that does a good job?
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