Discount Advertising Hurts Industry's Credibility
Furniture Today Staff -- Furniture Today, August 16, 2011
I was catching up on some back issues of Furniture/Today when I saw an article in June 6 edition that made me cringe. In the lead story, "Memorial Day sales up," you referenced Kittle's (Indianapolis) BIG success with their advertising campaign in the print and TV of 50% OFF EVERYTHING plus two years no interest. What is missing from your story is that Kittle's has been running variations of this sale for at least 18 months. For example, one week it's shouting on TV, "40% off plus 15% for cash," then it is "50% and 10% off for cash," etc., as they simply change their advertising headings.
Please don't get me wrong, Kittle's isn't the only store shouting such bogus claims month after month. And, I do not wish to tell anyone how to run their business.
My complaint is what this form of advertising is doing to our industry. If any fellow store owner wonders why customers enter our stores asking, "Is that your BEST price?" you feel my concern.
While this 50% off advertising may work, as it apparently did for Kittle's, how long can you keep it up? What is your encore? 70% off and three years same as cash? And for all those dedicated salespeople nationwide that have ever heard a customer remark, "Well, furniture has a BIG markup," I hope they understand why. If furniture is CONSTANTLY advertised at HALF OFF and the store is NOT going out of business, then perception becomes reality. Our products and their prices really are not to be believed. And if the American consumer does not get 50% off, they feel cheated - delaying their purchase. Neither scenario is good for our industry. And your * with a disclaimer of "compare at price, et al" is no consolation.
Scott Davis
Furniture AwareHouse
Greencastle, Ind.
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