Retailers Feeling Our Pain
retailers have been going out of their way to let their shoppers know that
they understand how tough it is out there. Most, by now, have offered various
forms of sales assistance and only time will tell if they have been successful
in capturing a greater share of shopper dollars along with their offers
Last week, Wegmans announced
it was cutting prices on products across the store. Danny Wegman,
chief executive officer, and Colleen Wegman, president, said in a joint statement, “These
are uncertain times. We know our employees and customers are very concerned,
and so are we. During difficult times like these, it’s okay with us if
we make a little less money.”
Kmart, of course, is
making a push with its layaway program and it recently launched a Black
Friday event that started weeks before the unofficial/official start of the
holiday shopping season.
Yesterday, an email
from Kent Anderson (no relation), president of macys.com, expressed a desire
to help a shopper who has registered on the site but never actually purchased
The communication said, “Today’s uncertain economic
environment has made shopping smart a priority for families across the
country.” True enough.
It then offered
the shopper a 20 percent discount on their next (first) macys.com order
with the following from Mr. Anderson:
“I’m offering this discount exclusively to our email subscribers. You
might see a similar offer on the site and in our stores, but this email offer
has fewer exclusions. I hope you’ll make the most of it – use it to save
on essentials for your home and family, or get a head start on holiday shopping.”
Do most shoppers see offers of
“help” from retailers during tough times as something that goes
beyond a merchant’s desire to ply dollars from their purses and wallets?
What must retailers do to be considered “genuine” in the minds
of consumers? Does it even matter or is the deal the only thing that counts?