Very interesting TV last night, watched Mary Portas Secret Shopper this program is about customer service. Last nights program was about the furniture business. As we all know there are some very big retailers out there there, ie DFS etc.
The main method of marketing is having constant sales with products that have been so called discounted by say 50%. But as we know the original price is not a real price!.
What Mary Portas did was to worked with CLS Sofas by changing the shopping experience. She created lifestyle zones so people could understand the size of the sofas in average size rooms etc. The best thing that she did was to get the pricing policy changed, what they did was to do way with the "sales" and inflated prices and now have " always best price guaranteed ". That means no more gimmicks and customers feel that they get best price first time.
What happens with having offers all the time is that customers do not trust the pricing and will just wait until what they want comes on offer.
Having a clear, best price policy is a great way in building customer loyalty and as the MD of CLS said has increased sales!!
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