Перевод журнальной статьи "Осторожно, распродажи!"
(Версию на русском языке можно посмотреть на том же сайте. Для просмотра английской версии ссылку необходимо скопировать в браузер.)
Watch out, it’s Sales Time!
10 Tips to Avoid Becoming a Prey to Marketing Tools at Sales Time
We love sales: buying at half the price is good! But why instead of economy do we end up spending even more than we could afford? The thing is sales is a favorite time not only for buyers but also for retailers. And if your goal is to BUY at a profit, theirs is to SELL at a profit. To reach their goals retailers use different marketing tools.
1. Discounts
First of all, discount by itself is already an incentive to buy. But don’t think that if you’ve paid for an item a third or a half of its former price mentioned on the price tag, it was sold to you at a discount. The real price of those goods is the discounted one you’ve got or even lower. The discounts were initially included in the price. So, it is not rational to buy a thing only because of its assumed low price.
2. Limited offer
“Only today, only right now, don’t miss it!” The item is offered with limitations in terms of its period of availability and quantity (“the last lot”). This tool is aimed at beating you out of reason and making you buy something that you really don’t need. This is the so-called “artificially created deficit”. Don’t let yourself be fooled. Ask yourself, would you buy the item if there was no limitation of its supply? If the answer is “yes”, take it. If you doubt, just run away from it – you are being pushed a shelf warmer that hasn't been selling for a year.
Пожаловаться
