Page 0087

Page 86 FEBRUARY 2018 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued in next issue ...

Value-added offers which feature additional

product - amenities work well when the market

is in the medium demand, trading downward

toward low demand positions (numbers 3, 5,

and 6), and are especially effective with price

offers. The consumer perceives a win-win - reduced price plus value-added tangible.

Point-of-encounter messages in both scenarios

need to stress the value-added extra as one

more (and major) reason to buy the product or

service. Putting a limited time frame on such

offers helps enhance the perceived value and

create an additional call to action. For someone

like a Fast Freddie or Impatient Irene, this "beat

the date" concept can be just what makes the

purchase. Point-of encounter employees can

close, recognizing the value-added sell is a

worthwhile enhancement, which creates a winning message

with both existing and new customers. For

the existing customer, the message

is, "We've added this benefit (extra) in appreciation of

your loyalty." For the new customer,

the message is, "Try us and you will benefit

with this extra - at the same price!"

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