I was in Superdrug the other day, as I tend to be every now and then, picking up some essentials. Nail file. Check. Shampoo. Check. Cotton wool pads. Check. But then something out of place caught my attention…
I noticed that a prominent sales stand was stacked high with bottles Optimum SWISS APPLE Overnight skin renewal serum on sale at £9.99. But that wasn’t what caught my eye (I am still quite young and not interested in looking younger when I still get asked for i.d). What I saw in the centre of these bottles was a recent newspaper cutting from the Daily Mail with the headline ‘£9.99 Elixir Of Youth’.
It wasn’t a neat cutting or even a photocopy and it was slightly wrinkled, but it was obvious that this article was placed there to sell the Optimum serum. After bombarding the nearest shop assistant with my questions, I found that the shop manager had taken it upon him/herself to try this tactic and that the serum has been flying off the shelves ever since. I had thought it was a bit tacky but I suppose the sales speak for themselves. It worked.
Aside from the bargain price of the serum and its’ prominent placement in the shop, this tactic proves the high value of public relations in helping consumers to make their choices. However I would suggest that in this case, the short amount of time between reading the article and making the buying decision is the main attributor to the high sales.