Tag Archives: sales

“See Price in Cart” is a crappy business strategy that needs to go away very fast

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I received an advertisement from Sam’s Club today that listed a television on sale, but in order to see the price, you had to click it (as it listed “see price in cart”). One click later, I was now on a screen that told me to “add item to cart” AND NO PRICE. That took me to another screen with the wording along the lines of “complete transaction” and a button, AGAIN WITH NO PRICE. The next screen was a couple of listings of what the price used to be, and yet another button to make the sale (without the price yet). Look, I get the idea that you’re trying to get people to want to buy the product and are doing all sorts of psychological games along the lines of “well, if they click this many times to get to the price of the tv, they’ll eventually just decide they have to have it.” This is fine if we’re all multi-millionaires shopping in some boutique where “price is not a concern” but this is freaking Sam’s Club, not some posh place in Beverly Hills.

If you want me to buy your crap, tell me how much it is. If it’s cheap enough that I find it to be a bargain, I’ll buy it. If it’s not, then no amount of “keep clicking until you’re so worn down that you’ll buy it JUST TO GET OUT OF THIS NIGHTMARE” is going to make me pay more money for an item that I’m just curious about.

Companies really need to stop this crap because it so annoying. Customers aren’t lemmings, nor are they people who want to be herded towards your sales. Customers are people you should be trying to attract with good prices, good service and excellent products. Otherwise, your company and its business practices suck. Simple as that.

Web Design: Keeping Customers on Your Page

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This morning, I was following an email I received from Eddie Bauer, the clothing company. It stated: “Extra 30% off clearance”. It took me to their site, as expected. Once on their site, it took me to an identical page to the coupon offer, then instructing me to “Shop Now” with another link. So I pressed that. It took me to another page that said: Choose Categories. I’d tell you what the next page said, but I gave up right about there. I figure if they’re going to take me through a maze of pages to actually get to the first item of clothing, I’ll pass and try some other company.

If you go to Amazon’s page, and you follow the link to clothing, it IMMEDIATELY starts showing you clothing that you can buy. You might have to tell it to limit your choices, but you’re the one driving it, not them. And when a customer feels pushed further and further through window after window, and NEVER finding an actual page with products on it, you’ve lost the sale.

This lesson has been apparent since the early days of web sites. You can have a lead page, but then you need to get them to the content. If you don’t have content right in, then you’re going to lose a customer who is going to figure that if you don’t know how to build a web site, you don’t know how to sell products either. Simple as that.

Eddie Bauer’s site is a failure in every way possible. But it does give us information about what not to do if you want to drive sales. Unfortunately, they may never learn.

Attention: Your Sales Event is ONLY Timely to You, Not Me

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I received an email from Bed, Bath & Beyond this morning, announcing “Online Clearance: These deals won’t last forever.” Before that, I received one from Best Buy, indicating that I had only two days to come in and take advantage of their “special” sale on electronics. Newegg thinks that if I don’t respond by today that I’m going to miss out on great savings. Amazon sends me a message practically every day that tries to convince me, like Barnes & Noble does every other day, that I only have one day to take advantage of outrageous savings.

Look, I get it. You want to sell me shit. And you want me to buy it today, not tomorrow. But I’m going to let you in on a little secret here they probably didn’t teach you in your Overhyped Management 201 Class at Harvard: I don’t care. There is absolutely no priority for me to have to buy a Blu-Ray player by Thursday, or heaven forbid, I might miss out on unbelievable savings. I don’t really need a Blu-Ray player. I have one. And I bought it at a convenient time when I actually felt like I needed one. It happened to be on a day when I was in the mood to go to the store, look at the different choice, and then chose the one that fit me best. I didn’t buy it because some screaming sales pitch indicated that I was running out of time, like some episode of 24 where Jack Bauer has to torture his secretary for information about terrorist activities.

I understand the economy sucks, and you need to make money. But the more I keep being hit by hyped pitches to buy things, the less I want to buy. And no, I’m no fooled by the barrages of letters and emails that indicate that you are responding to my requests for information because I would remember if I was interested in buying a Kia car, which prompted you to send me an email as if you’re answering my inquiry instead of writing me out of the blue, hoping I might be stupid enough to think, “you know, I don’t remember ever thinking about buying a Kia vehicle, but if he says I stopped by and looked at one, it must be true.”

There’s a whole slough of literature written on the attempt to convince people to buy things they weren’t interested in to begin with. It’s the stuff often referred to as “foot in the door” techniques, and there’s an entire shunned practice that evolves from it called “bait and switch” where you advertise one thing and then try to sell us something we weren’t interested in. But this whole hurried approach to sales really needs to end because I’m getting really tired of opening mail and discovering I have twenty seconds to respond or the whole world will explode.

Part of the problem with a lot of marketing today is that there seems to be a lot less interest in matching people with the things they want to buy, rather than mass mailing everyone under the sun in hopes of finding someone who might want to buy something they weren’t interested in at all. But I’ll let you in on a bigger secret and that’s that if you’re really interested in selling to me, you’ll offer something really of good value at a good price and then convince me you’re the only one willing to do that. Don’t try to get me into your store in one day. Just convince me that your selection is better than your competition, and I’m probably going to make it to your business place. An example: I’m really interested in the new game Skyrim, made by Bethesda. But it’s overly expensive for a computer game. Offer it to me for a better price, and I’ll probably buy it. Offer it to me for the same price and add a lot of extra features to the sale, and I might still buy it. But sending me nonstop messages about how I need to buy it immediately or I will somehow miss out on the fun, and you’re not setting up a sale. At all. You see, I can wait you out. You, on the other hand, need the sale. It’s that simple. It is in YOUR best interest to get me to want to buy from you. Hype doesn’t do it. Expiration periods of pretend sales won’t do it. A good sale that seems pretty honest, well, that works wonders.

Businesses are constantly making the mistake of thinking most consumers are stupid, or easily fooled. We’re not. Some are, but they’re really a minority and not a sustainable business model. But smart consumers who will continue to buy your product if you offer value, service and consistency, well, those are the ones you should be going after. But your current model isn’t doing it.

So, take your time because I’m not going anywhere. You, a lot like Netflix that keeps trying to convince me I have a short time to “come back” to their “great deal”, might be. And it may not be where you want to end up.

I’m just saying.

For me, Black Friday is Just the Day After Thursday

Business, Economics, News, , , , , , ,

I noticed that retailers are starting to send me their “Black Friday” advertisements, telling me of all of the great savings they will be offering on the day after Thanksgiving. I’m going to let you in on a little secret: I don’t care. Black Friday is one of those “holidays” that comes once a year that I completely ignore as much as possible, no matter how much hype keeps coming my way concerning the pseudo holiday. You see, I’ve discovered that over the years almost always one of two things happen with a Black Friday sale for me: It’s either sold out by the time I get to it, or it wasn’t really much of a deal to begin with.

The first problem is easy to understand. There are people who stay up late at night and rush the store the second it opens. People fight each other in the aisles, trying to get at that on sale sweater that they never would have bought on any other day, but they’ll kill you for the chance to get that sweater to the cash register. Sure, every now and then you hear about someone getting a “great deal” on something they bought, but for the most part, every person who raves about Black Friday to me usually tells me about some red and green sweater she bought “for only five bucks!” or some electronic item that they managed to pry from the dead hands of a child they beat like a baby seal for the pleasure of paying for it. And I nod, like I’m supposed to do, and I think about how I’m so glad I didn’t have to deal with the crowds that day.

You see, I hate crowds. Especially the kinds of crowds that come out on a Black Friday. These aren’t people watching crowds, flocks of friendly people partaking in holiday cheer, or even underfed supermodels who might be interesting to stare at as they shop for diet Yogurt, but these are crazed, ravenous creatures who seem to equate sales with a necessity on Maslow’s heirarchy of needs, and I just don’t buy into it. For me, dealing with hellbent people who are after sales is a lot like fishing with zombies. It might be interesting to experience in theory, but I’m not sure I’d want to spend the day throwing a line into the water around a bunch of people who want to eat my brains.

So, this year, when Black Friday comes around, I’ll stay at home and do something different, like anything that’s not shopping. For the rest of you, good luck on finding your sales. I’ll listen to your fascinating stories of beating up a school kid who was after that pair of shoes you just had to have, but that doesn’t mean I really care.