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It’s Not Really A “Subscriber Exclusive” If Everyone Is Invited, Right?
This morning I got a special email from Wilsons Leather. The email informed me I was getting an exclusive additional 20% off for being a member of their mailing list. I was stoked.
But then, at the bottom of the promo I saw a link that let me forward the email to a friend. So I forwarded it to myself and discovered this offer was also valid for my friends who were not part of the mailing this.
But what really got me upset was when I went to wilsonsleather.com and saw, right at the top of the page, the same discount on their homepage, open to everyone!
It is true that the free shipping with the 20% discount was indeed only for email subscribers. Had I been the marketing manager for the site I would have only sent information about free shipping to my subscribers and prevented them getting upset to discover that the special 20% discount was open for all.
add to cart for email list:
add to cart for rest:
Comments 2
they should have been offered this service only to the email subscribers, since you are into marketing profession you quickly got this, i don’t think so the customer will catch this point…what you say?
Reply@idris: I suspect the closing of 260 Wilsons Leather stores is somehow related to their marketing strategy. Secondly, even if the customer fails to catch this it does not make it a good marketing strategy. Sure, they might have more click-throughs but most customers will realize, right on the home page, that the sale is ‘non-exclusive’
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