宜家:人人都是优惠券

• 出 处: 销售与市场(评论版)
• 发表日期: 2013年12期
• 关键词: 宜家 关注度 短期 眼球 凭证 消费者感受 背板 这种

对于品牌长远发展来说,促销并不是一个聪明的策略,长期以降价为本质的促销甚至会让品牌显得“掉价”。但不可否认的是,促销在短期内取得消费者较大关注度方面确实有不错的效果。那么,能否使促销既能达到吸引眼球的目的,又能保持自身的品牌形象甚至于提升形象呢?宜家的“Human Coupons”活动就可以自信地对这个问题说“Yes”。相信很多人都有过因为忘带优惠券而白白错过购买良机的遗憾甚至抱怨——难道不可以人来了就打折吗?非得把一张小纸条当作凭证不可?而宜家“Human Coupons”(人体优

For the brand long-term development, promotion is not a smart strategy, long-term price cuts for the essence of the promotion will even make the brand appear “plunge”. But it is undeniable that sales promotion in the short term to obtain greater attention to consumers do have a good effect. So, can the promotion not only achieve the purpose of attracting attention, but also maintain its own brand image and even enhance the image? IKEA’s “Human Coupons” activity can confidently say “Yes” on the issue. I believe many people have forgotten because of coupons and missed the purchase opportunity regret even complain - can not people come to discount it? Have to put a note as a voucher? IKEA “Human Coupons ”(Human body excellent