Thursday, March 29, 2007

Marketing ploy

I usually get a lot of discount coupons sent to me by random retailers. Citibank sends me something each month. So does Shopper's Stop. Mostly these discount coupons are structured to make me spend money in the hope of getting discounts. However, Wills Lifestyle has this habit of sending gift vouchers (not discount coupons). It was always quite puzzling for me - why would they give away stuff? Today I found out the answer.

I had been sent 2 gift vouchers (for Rs 500 each). One was for the clothing range and the other for the cosmetics brand at Wills Lifestyle stores. The vouchers were due to expire in less than a week, and since I was in the vicinity of a store at a time when I remembered those vouchers, I jumped right in!

And then it struck me - the cosmetics range has NOTHING which is less than Rs. 650 (except soap, but very very fine print on the voucher exclaims in confusing legalese that the offer is not valid on 'bathing bars'). Similarly, the clothing range has NOTHING less than Rs 700 (even a plain T Shirt which would cost Rs 200 at Westside costs close to 4x the amount here). I walked out of the store with socks!! and an unused voucher from the cosmetics range.

However, I did like the Rs 650 deodorant, and I think I will go buy it tomorrow. Thus Wills Lifestyle has been successful in making me spend Rs 150 through its one grand worth of gift vouchers. I'm not sure if I wouldn't be happier without the vouchers, though!!

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