Everyone likes a discount. That is why stores sell more products through promotions. This makes the shopper to spend more and come back more often. Discounts are good but no matter how big the discount is, stores almost never sell at a loss, TONIA ‘DIYAN writes.
Knowing that stores keep reeling out discounts and promos daily to attract buyers, a shopper, Augustine buys items he doesn’t really need simply because they are discounted, he is an impulse buyer just like many others.
He has failed to realize that retailers sell the same product to the customer, but raise the price and even put a discount on it, so the shopper is happy with the discount, while he is actually paying more.
It is funny what luxury retailers do to get the attention of shoppers some times. Augustine knows an Italian shoes store that is has the ‘buy two get one free’ promo ongoing. Excited he ran off to go get the awoof, only to discover that the price of the two items could fetch him four of the same quality stuff from another shop in the same neighbourhood. He left the place having realised that he would have played the mugu if he had not known the other store.
But one thing was certain. The offer made people rush to that store and they did make great profit for the retailer.
The scenario is similar to when global system for mobile communication (GSM) technology was first introduced into the country. The telecommunication companies, in collaboration with handset companies ran similar promos. The level of sales today explains how huge the profit they made at the time.
Retail experts have said it is important for stores to offer good services, thereby endearing customers to always come back. Former Broll Chief Executive Officer, Mrs Erejuwa Gbadebo once said: “When it comes to sales and discounts, shoppers want to see all products offered and prices available on daily basis, most importantly, they like to see excellent customer service that they will receive which of course, they are entitled to. It is almost a sure bet that everyone will be coming back over and over whether there is a sale or not.”
She added that friendliness and good service is better. “I have been to many shops where all they are concerned about is for you to buy something. All they want to do is make sales. If a shopper finds himself in such shop and is not sure of what to buy, he would either be thrown into confusion or end up buying the wrong item.
That’s why it is always advisable to go to a reputable shop where one can ask questions and receive good answers concerning purchases. Such shops would care about maintaining their name and reputation, so they would most likely give a good service.”
