When you offer too much?

[Brian Turner]

I was in Tescos the other day, and drifted towards the DVD section. Sometimes I like to check out the kids ones for my kids, because a lot of the time the kids DVDs are a very affordable £9.95 each - things like Noddy, Thomas the Tank Engine, etc.

This time, Tescos were also running some offers:

- one set of shelves said "2 for £10"
- another set of shelves said "3 for £20"

Both sets of shelves had very different DVDs on, and you couldn't mix and match - and I saw at least one DVD in each section that I really fancied.

The problem was, I couldn't decide which to buy - the £10 offer for 2 was good, but obviously I get more (ie, something for myself, my partner, and the kids as well) on the £20 offer. But to take up on both offers just seemed too indulgent, and like everybody, I like to keep to a certain level of budgetting.

I actually spent a good 30 minutes or more simply trying to decide which offer to take Tescos up on, and various different DVDs went into the trolley.

In the end, I simply couldn't decide which offer to take up, so I left without buying anything from either, so I ould think about it later.

These sort of supermarket offers are based on spontaneity - of offering a consumer an unexpected deal not to be refused. The problem here was that both supermarket offers were competiting against one another. And it lost that spontaneous sale because of it. I didn't even buy the kids a DVD by itself because I would rather have got an offer price instead.

To myself there is a lesson here - to be careful not to set up special offers against one another. Otherwise the purpose and method of the offer in the first place amy be defeated.

2c.

[peterjhale]

Others make their minds up faster

These are good "get you in the door" offers or even, wow, Tesco is so good with offers these days (you know, feel good factor - although not so much in your case!)

Generally you'll find that folks find one DVD they really want then just pick up any old one to make up the numbers.

Tesco shift their old stock - punter happy.

[revsorg]

I think it's a good idea to give your customers choices, then your competition don't get a look in.

[Brian Turner]

I would actually recommend 1 offer, rather than create 2 offers competing against one another - certainly where DVDs are concerned, as I'm not able to make my mind up fast enough.

[Will]

An interesting situation you describe Brian.

I agree with you on this one - give offers, yes, but don't create any confusion about what action the customer is expected to take.

In direct mail, one of the established rules is to sell one offer or product per mailing - it's hard enough to get customers to respond to one offer, let alone two or more...

[David Lindon]

I have to agree. Tesco is littered with offers and deals just to the point of confusion and you end up leaving with out anything. They need to get their act together.

[kundalini]

Originally Posted by Will

An interesting situation you describe Brian.

I agree with you on this one - give offers, yes, but don't create any confusion about what action the customer is expected to take.

In direct mail, one of the established rules is to sell one offer or product per mailing - it's hard enough to get customers to respond to one offer, let alone two or more...

There are some internet marketing people who recommend the same. Single action websites is the term used to describe them.

I often get confused by too many options and just do nothing.

[SageMother]

One decent offer that can generate sales, like buy one get one, seems the best way to go.

[aquariancore]

Brian actually showed the truth in a basic business principle. When you offer the buyer to much to think about they often leave without buying. I was it a situation similar to Brian's and the results were the same -- I didn't buy.