Advisor Update
Dear Advisor
5 for £99 Promotion
I thought it was appropriate for me to provide you with an update on the “5 for £99” offering we have recently introduced into some of our regional advertising.
As you are no doubt aware, the current instability in the economy has meant a reduction in house purchases, consumer spending and in particular reduced spending on home redecoration and larger purchases. This has resulted in a reduced number of consumers looking to purchase blinds. Currently our performance is better than the majority of the retail sector, but we cannot be complacent and assume this will continue to be the case or be satisfied with our current growth. When a market is not growing, it is important to protect and grow your share of the market, at the expense of your competitors, and this is our current tactic.
When reviewing our competitors’ activity, we have seen in a number of counties, that many lead with highly compelling offers in their advertising, which they use to drive calls and leads. These offers are available to customers but are rarely sold because:
- The fabrics are of poor quality,
- The colours are inappropriate for most rooms,
- The promotion is not offered in the home unless prompted,
- The promotion is on “limited stocks” and therefore it soon runs out,
Part of a internal email re 5 for 99