Suzanne O’Connor’s Bargains LA

Top Ten “No No’s” for Discount Retailers

Discount retailers buy differently and sell differently than regular retailers, sometimes reverting to tacky ploy’s to draw in more shoppers. What discount retailers should know is bargain shoppers are also a different breed of shopper, often put off by certain marketing ploys….

1.Don’t claim to be a Blow Out Liquidation Sale when you’re not. Please don’t tease me with your meager markdowns of only 10%-15%.  Blow out sales should start at 30% savings and liquidations at 40% off. Don’t claim to be a liquidator and then sell your product at market price levels. Liquidators, do just that…liquidate to move product fast. Your mere 10% discount doesn’t cover sales tax and gasoline. It isn’t worthy of my attention.

2. Don’t tease me with “Up To’s” ….up to 50% off or up to 80% off doesn’t mean squat!!
Only one product has to be at that markdown for that claim to be legal. Everything else can be retail or just 10% off.  So just say 10%-80% off.

3. Don’t say you’re having a HUGE SALE when it’s only a small corner area or rack full of product. Huge means “lots of stuff on sale’, not just a few items.

4. Don’t make me do the math when I come in the store. Post your prices clearly and on each item.  Do I look like a mathematician? Do I look like I want to rack my brain, work a calculator or do long division? Just give me the selling price vs the regular retail price.

5. Don’t exaggerate and tell me the retail price on a product is higher than it is to make the markdown look more spectacular. That’s lying!

6. Don’t make it complicated for me to buy a product, especially in electronics and appliances. Clearly print out what the product is, how it works, what it does and what the price is. Do not overstate how fabulous the product is. Let me know if it’s the most current or last seasons model and why it’s on sale at such a low price.

7. Don’t tell me the rules of the sale after I make the purchase. If all sales are final, product is “as is” or any other purchasing limitations should be advertised before the customer makes the purchase.

8. Don’t tell me you carry designer fashions or name brand product when you don’t. The customer knows.

9. Don’t make me check my bag at the counter before I shop. Chances are my handbag is worth more than any purchase I’m about to make.

And most importantly…

10. Don’t lie to your customers. Everyone hates to be lied to and manipulated. The ill will you’ll create by doing that will put you out of business… fast.

Did I miss some? You can add your “don’ts”  in the comment section….