SDS, East Gardens. I was impressed to see Globe trying this Back To School deal - good on them for being out there (via this surfwear retailer), but I can't see many parents easily forking out these dollars for branded school shoes ?
Hi Stephen, Unfortunately, I find you can't get away with less than $100 bucks for decent school shoes. Any brand under that seems to be a false economy and replacement within a few months is inevitable. Right now - instead of discounting - retailers should play on the emotion parents have felt in past experience of being "burned" with the cheaper school shoe. It's NOT just the replacement value either. It's also the precious commodity of TIME to go and search out a new pair prematurely. I believe Globe has a brand perception issue lately, as they are allowing their shoes to show up at places like Paul's Warehouse heavily discounted. (Right now a huge pile for $23 a pair)I ended up paying $120 last night for Miss 12's PE sneakers - salesman did a good job noticing that my daughter's feet rocked in when she walked & sold me on a special New Balance that corrects this problem. Get to the emotional decision underlying the rationalisation and the sale is a no-brainer! Cheers, Carolyne
Consumer scientist, retail strategist - call me on +61 420 974 655 for your next conference or executive workshop or to solve your marketing problem. Click on image for LinkedIn profile.
WE KNOW WHAT OUR CUSTOMERS WANT
-
#NoBullshitCX #20yearsFuturelab “Don’t think. Ask!” Think you know your
customers? Think again. When we started to work on a Voice of the Customer
(VoC) pr...
Does Subliminal Advertising Work?
-
We attempted to reconstruct a famous 1950s experiment with subliminal
advertising by inserting very brief flashes of certain words in this video
clip. Take...
The Sevens : What are The Sevens? [Video]
-
The Sevens : What are The Sevens? [Video]
Toronto-based interactive agency Secret Location has created an ambitious
interactive online film and game call...
Hi Stephen,
ReplyDeleteUnfortunately, I find you can't get away with less than $100 bucks for decent school shoes. Any brand under that seems to be a false economy and replacement within a few months is inevitable.
Right now - instead of discounting - retailers should play on the emotion parents have felt in past experience of being "burned" with the cheaper school shoe. It's NOT just the replacement value either. It's also the precious commodity of TIME to go and search out a new pair prematurely.
I believe Globe has a brand perception issue lately, as they are allowing their shoes to show up at places like Paul's Warehouse heavily discounted. (Right now a huge pile for $23 a pair)I ended up paying $120 last night for Miss 12's PE sneakers - salesman did a good job noticing that my daughter's feet rocked in when she walked & sold me on a special New Balance that corrects this problem. Get to the emotional decision underlying the rationalisation and the sale is a no-brainer!
Cheers,
Carolyne