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?
Hi,
I would not go so fast as to say it will disturb Customers who bought it before.. This message is also a confirmation for them that Ikea continues to do everything to get the best possible price for her Customers.. When walking into the store today, that could be a comforting feeling..
Cheers,
Wim Rampen
@wimrampen
@Wim – I agree that it is comforting for new customers. However, returning customers will be trained to just wait a little longer because the price will drop. Or if they recently purchased the same item that is now cheaper, they will be disappointed at least, mad at worst.