Ring Shopper
by admin on Monday, January 3rd, 2011 | Comments Off
Ring Shopper
Give Up The Gimmicks: How Groupons And Coupons Can Damage Your Brand (fastcompany)
Thomas Harper’s Online Etymology Dictionary offers this for the origin of
gimmick: “1926 (in Maine & Grant’s ‘Wise-Crack Dictionary,’ which defines it as
‘a device used for making a fair game crooked’), perhaps an alteration of
gimcrack, or an anagram of magic.” Among other definitions, Merriam-Webster
says gimmick means “a trick or device used to attract business or attention a
marketing gimmick.” There are many marketing gimmicks, but all serve to both
attract shopper attention and mask intrinsic worth--at costs to both the
seller and the shopper. For example, the “75¢ off any two Old El Paso
products” offered to me by the scanning gizmo at Stop & Shop has nothing to do
with the worth of those products as food, or the value of Old El Paso as a
brand.
In fact, the discount demeans the brand. Both stores and brands are surely
aware of this, and perhaps even build that cost into their pricing
calculations. But the masking is still there, and that’s one reason why Trader
Joe’s (and a handful of other major grocery sellers--notably Whole Foods)
offer a single non-discount price. But they remain the exception. Gimmickry
still rules.
In Our Dumb World, ...
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Dooney & Bourke Lambskin 2 Tone O-Ring Shopper SKU: #7965140
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