During the recession, sales and promotions became something of a norm for large retailers across the UK. Supermarkets engaged in a price war on the cost of everything from fruit to fuel, while struggling fashion retailers slashed prices again and again in a bid to entice consumers back into their stores.
With all of the promotions floating around the retail industry, then, it seems that stores will have to come up with new ways to attract the attention of shoppers thanks to prices hitting rock bottom in the weeks after Christmas.
Consumers will be keen to save money wherever possible in preparation for another economic downturn – unless, of course, retailers can appeal to something other than their pocket in order to encourage spending.
Wine merchant Oddbins may have hit upon the solution, with a run of promotions designed to appeal to the sense of humour of their customers. As well as garnering a huge amount of press interest thanks to the unique sales pitch, the January promotions may even attract new, diverse groups of consumers to Oddbins.
The company announced on its blog that, each weekend in January, certain consumers would be able to receive a 10 per cent discount on non-sales stock within any of its UK stores. Yet consumers do not need to collect tokens or spend a certain amount in order to be eligible for this offer – they must fall into a certain category instead.
Customers who will be able to claim money off have to be mothers, journalists, bankers, Germans or redheads, and any who happen to fall into all five categories will be eligible for a special “bonus prize” at the end of the month.
The reason for this bizarre take on the traditional money-off promotion, Oddbins explained on its blog, is to recognise the groups of people in society who “did not always receive the love they probably deserved” in 2012. This strategy is part of a marketing scheme announced in 2012 which aims to encourage a feeling of “love” among its customers.
Redheads can collect discounts from Oddbins
Oddbins had a difficult start to 2012 with financial difficulties making the possibility of its future existence uncertain, until European Food Brokers stepped in to take the majority share and return the chain to profitability. Since then, it has announced its intention to add a further 37 new stores to its UK commercial property portfolio with many of these launches occurring in coming months.
This campaign has certainly turned heads in the retail sector, with the chain gaining a large amount of press exposure thanks to the unique twist. Of course, a large part of this will be due to several controversial current topics on the political landscape which Oddbins is not afraid to address.
First to benefit from the promotion were mothers, who were able to claim their discount by either taking a child, or a handbag full of toys, into any Oddbins store last weekend. On their blog, Oddbins explains why it believes mums should benefit from a little post-Christmas cheer.
It said; “The ‘cap’ on maternity and paternity pay is just an innovative use of a three letter word beginning with ‘c’ which sounds different but still means ‘cut’.
“With inflation almost tripling the capped figure, the net result is that mums and their families will be even worse off in 2013.
“On top of which, the Government will be removing or reducing child benefit for approximately 15 per cent of families – why can’t our politicians provide a childcare system that doesn’t strong-arm a hugely important part of the country’s workforce into making a choice between their career and children?”
Over the course of the coming weekend, bankers and journalists may take advantage of the 10 per cent off promotion after they were put in the spotlight by the financial crisis and phone hacking scandals of 2012.
Then, between the 18th to the 20th January, Germans or those of German heritage can bag a bottle thanks to Germany’s impressive economic performance and determined budgeting skills during the Eurozone crisis.
Finally, Oddbins will attempt to break “the final taboo” by offering their last weekend discount of January to redheads. This, in large part, is due to “sterling performances from Greg Rutherford, Damien Lewis, Christina Hendricks and Prince Harry” in 2012.
Oddbins concluded; “We love your hair and think 2013 should be the year we all put this nonsense behind us.”
So for those who enjoy a little tipple of an evening and are eligible for any of these weekend promotions, grab the kids, your briefcase or a German passport and head down to your local branch of Oddbins for what will possibly be the most bizarre promotion of the New Year. As for the rest of us, heading down to the local hair salon for a red rinse may not be the worst idea in the world!
Do you think Oddbins will see a marked rise in consumers thanks to this unique and entertaining promotion, or would lowering prices further for everyone have more of an effect? Do you fall into any or all of the categories mentioned in the article, and if so will you be taking advantage of this delicious discount?
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