Buy One Get One... Later
Posted: Thursday 21 January, 2010
Pete Goold
I took a double take earlier this week whilst passing a local supermarket to see a sign up outside offering a twist on the classic 'buy one get one free' promotion - which was effectively: 'buy one now and then get a duplicate this time next week, to take home as part of the next weekly shop'.
I must admit that this seems like a stroke of marketing genius on several counts. Firstly, this plays into the hands of those amongst us that don't want to take home more every week, not purely for financal reasons but actually as we simply don't want to consume two units of whatever it is - particularly when they are perishable goods to be consumed within a finite period. So, in other words, this will surey resonate with dieters and those households looking to scale back on volume for waistlines as much as for financial reasons.
Moreover, I can't imagine that the take up on such an offer is going to be more than 50% of those that qualify - and presumably significantly less. Therefore the promotion is actually arguably the illusion of a promotion in that sense, whilst still being completely fair and above board (at least in a legal, if not necessarily a moral sense).
