WHAT TICKS YOU OFF...OR MAKES YOU TICK???
Posted 12th April 2011 at 02:19 PM by Gill
It was my birthday at the weekend and on Sunday I decided to take in a movie. I was going to buy my movie tickets online however reminded myself that would be just plain ridiculous as I'd be taking $5 and throwing it in the trash! Why ?
Well my local "cinema" (as we call it where I live
) CHARGES you to pre book tickets online (extra $1 per person).
Now I'm not sure if I've missed something significant here but isn't the whole point of online selling to make it easier for retailer to sell by cutting staffing costs and delivering product digitally/electronically to customer...saving business money and the customer?????
Now if I choose to stand in the mile long queues outside the cinema, I will NOT have to pay an extra $1 per person.
I get extremely ticked off by this and feel like shaking the big-wigs who decided on this marketing strategy.
The boardroom conversation must have been "Ok lets make money here guys... and encourage our customers to return by making them pay less to queue for ages for their movie (and often not get to see the movie - as that is funny) ..oh and let's irritate them further by inferring we would rather they stood out in the rain paying less than going online to effortlessly purchase their tickets for our product/service"
Makes no sense does it? However as usual it got me thinking...even though its seems totally wrong to me, other people WILL stand for ages and while they will often get disappointed as they reach the counter only to be told movie is sold out, the next time they will do the same thing!
So in effect I am paying a premium to guarantee I see the movie of my choice.
Surely I should be pleased?
No I'm not - I always want to go online for most of my purchases but I also want the best deal online. I rarely go into a store (which also has a website) and find things are so much cheaper in the store. No way!!! These stores are always promoting 'web exclusive deals' to entice you to keep out the store and spend online and I for one love these deals, for all the right reasons!
I may be in the minority feeling like this but as an avid Internet marketeer I can't believe these big corporations get it so wrong. And don't even get me started on the premium for 3D glasses!!!
Seriously, these big name cinemas are making a fortune online, via my desire and need to see exactly the movie I want to see, giving me the flexibility to buy the ticket as far in advance as I can and guarantee I get my seat, while many, many others stand in the rain facing disappontment. Maybe the risk of disappointment is what makes the "Queuers" tick ?:rolleyes:
When selling your product digitally your proposition to your customer HAS to be so compelling as to keep your customer wanting more online.. and also to make them feel it is vital to be first in line to buy it..This CAN happen when your offer is a truly great one!
Never have your customer contemplating a trip to the local bookstore where they may just find an offer for precisely what they need or want instead of taking yours online. Captivate them with a fantastic deal that cannot be repeated elsewhere. One where the outcomes of their purchase are so beneficial it is a no brainer to do anything other than buy online - there and then. It's easier said than done but with a little thought and getting inside the heads of your potential customers you will be following a winning strategy to first and repeat business.
Here's to keeping it ALL online...
Your views and comments always welcome.
Well my local "cinema" (as we call it where I live
) CHARGES you to pre book tickets online (extra $1 per person). Now I'm not sure if I've missed something significant here but isn't the whole point of online selling to make it easier for retailer to sell by cutting staffing costs and delivering product digitally/electronically to customer...saving business money and the customer?????
Now if I choose to stand in the mile long queues outside the cinema, I will NOT have to pay an extra $1 per person.
I get extremely ticked off by this and feel like shaking the big-wigs who decided on this marketing strategy.
The boardroom conversation must have been "Ok lets make money here guys... and encourage our customers to return by making them pay less to queue for ages for their movie (and often not get to see the movie - as that is funny) ..oh and let's irritate them further by inferring we would rather they stood out in the rain paying less than going online to effortlessly purchase their tickets for our product/service"
Makes no sense does it? However as usual it got me thinking...even though its seems totally wrong to me, other people WILL stand for ages and while they will often get disappointed as they reach the counter only to be told movie is sold out, the next time they will do the same thing!
So in effect I am paying a premium to guarantee I see the movie of my choice.
Surely I should be pleased?
No I'm not - I always want to go online for most of my purchases but I also want the best deal online. I rarely go into a store (which also has a website) and find things are so much cheaper in the store. No way!!! These stores are always promoting 'web exclusive deals' to entice you to keep out the store and spend online and I for one love these deals, for all the right reasons!
I may be in the minority feeling like this but as an avid Internet marketeer I can't believe these big corporations get it so wrong. And don't even get me started on the premium for 3D glasses!!!
Seriously, these big name cinemas are making a fortune online, via my desire and need to see exactly the movie I want to see, giving me the flexibility to buy the ticket as far in advance as I can and guarantee I get my seat, while many, many others stand in the rain facing disappontment. Maybe the risk of disappointment is what makes the "Queuers" tick ?:rolleyes:
When selling your product digitally your proposition to your customer HAS to be so compelling as to keep your customer wanting more online.. and also to make them feel it is vital to be first in line to buy it..This CAN happen when your offer is a truly great one!
Never have your customer contemplating a trip to the local bookstore where they may just find an offer for precisely what they need or want instead of taking yours online. Captivate them with a fantastic deal that cannot be repeated elsewhere. One where the outcomes of their purchase are so beneficial it is a no brainer to do anything other than buy online - there and then. It's easier said than done but with a little thought and getting inside the heads of your potential customers you will be following a winning strategy to first and repeat business.
Here's to keeping it ALL online...
Your views and comments always welcome.
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