This promotion on an IKEA catalog highlights how this year’s prices are lower than last year.
By calling out how this year’s prices are lower than last year, IKEA alienates everyone that bought the item last year.
Granted, the number of people who bought this bookshelf last year are small compared to all the people that haven’t bought it yet. So IKEA sacrifices past customers for potential future customer aquisition.
This is a dangerous game that can easily offend current customers or even persuade customers to delay their purchase in hopes of a future price drop.
How can you make sure your current marketing campaign speaks to both new and existing customers?