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While all the malls, all the leading brands will go on sale on an average of 3 times a year, some of them sell, some of them won’t (at-least as much as they intended). Being a marketing disciple, I observe and I ask people their reasons to buy or not to buy. And here are some insights that some of you might find interesting.

Sale doesn’t sell

·         When Customer Value is not understood- the term ‘sale’ rings a typical bell in customer’s mind, certain expectations are formed to prepone a shopping, shop a product even when they don’t need it-just because it seems good value, even If they don’t want to shop-exploring the sale can be an option. Here’s marketer’s opportunity to demonstrate value to convert that footfall into sell. Many a times, prices are not dropped enough to show customer a value, sometimes prices are escalated and then dropped, customers are smart enough to find it all.


·         When presentation is poor- Especially if you are a high end retailer, your customers expect a certain level of presentation from you. Once a consumer has to choose from a shabby pile, the expected value of that product diminishes. And if at all he/she puts in that much effort, the product must be cheap. You can’t expect your regular high end customer who visits your sale to search from the pile only to find a price tag that doesn’t justify the value.


·         When Customer support is poor- It is understandable that higher footfalls will put in some pressures on your sales staff, however a significant low sales rep-customer ratio will put the customers down. She really liked a product after putting in a lot of effort only to realize that there’s no one to help her with the size availability is a turn off for any enthusiast shopper.


·         When billing counters look like a railway reservation counter- well thanks to irctc even the reservation counters are not as crowded as they used to be, a store’s inability to run enough billing counters to cater to an ongoing sale may lead to dropping off a shopping cart at last stage. And, there cannot be something worse than this. The customers’ efforts are wasted, store did not make any money, but the staff would have to put in significant effort in putting back the merchandise on place, overall a lose-lose situation.


·         When past failures are not analysed- sale has become a ritual, and once a retailer fails to realize why it didn’t sale enough last time the situation is not likely to change.

The last one is again a function of various factors or combination of factors mentioned above; retailer’s failure to understand customer value and provide a good customer experience can be blamed ‘why sale doesn’t sell’.

You can reach me at This email address is being protected from spambots. You need JavaScript enabled to view it. , I would be happy to hear your comments and suggestions




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