The Musings Of An Opinionated Sod [Help Me Grow!]


Consequence Purchase Strategies …

A few years ago I wrote about the brilliance of supermarkets.

Not in the sense that it offers a one-stop-shop to get all your food requirements, but in how it combines products that you don’t think should go together, but do.

I called this romantic notion strategy but the reality is it’s simply understanding either the breadth of a persons character or the requirements of a particular audience.

To be honest, I’m underselling both those approaches because while it may appear obvious, it’s scary how few companies – and agencies – make those connections and yet the result of them is genuine brand differentiation, true audience connection and incremental sales.

Well I recently saw another area that supermarkets are great at and that is spotting implications of a particular purchase and offering remedies.

OK, so this is not so new – but whereas places like Amazon offer ‘similar purchase alternatives’ [under the banner of, ‘people who bought this also bought this’], supermarkets offer real product partners as demonstrated by this Asda in Derby.

Yep, some headache pills in the booze section of the store.

Not a massive leap, but simple and effective and – arguably – far more noticeable and inviting than expecting people to go to the medicine aisle and buy them without any prod.

It’s amazing how often we forget the most obvious approaches in the quest of being smart … which ironically, shows how un-smart we can be.

The only thing I’m trying to work out is whether this says more about the customers who shop at Asda or the people who live in Derby.


16 Comments

nurofen should have sponsored your fucking podcast.

Comment by andy@cynic

I started to listen to it, realised I’d already heard it and therefore ended up in a great mood.

Comment by John

must be asda nottingham because if youve spent 10 minutes talking to campbell youll want to down 20 nurofen and a bottle of vino.

Comment by andy@cynic

Damn, what a lost revenue-making opportunity.

Comment by Rob

what about what it says about planners who try and make a big fucking deal out of some headache pills next to some bottles of booze?

Comment by andy@cynic

Especially as people normally don’t have a headache before they buy the alcohol and don’t anticipate having one afterwards.

Comment by John

Maybe the Nurofen will actually prompt customers to buy less than they intended. You could then spin it as a CSR initiative when the sales figures disappoint.

Comment by John

I don’t think a creative can ever say that when they have a history of making a ‘big fucking deal’ out of the smallest element of an ad that they make sound like the second coming of Christ. But I do get your point.

Comment by Rob

It’s called selling. Just because most people in adland don’t get it doesn’t mean it hasn’t been happening outside of the industry bubble for decades.

Comment by DH

Yes … it’s a bit like that time I said to Martin Weigel that we could make a paper airplane and claim we invented flight. Shit, I’ve become the beast I’ve always wanted to slay. I shall go sit on the naughty step and contemplate my fate.

Comment by Rob

You love the naughty step Robert. In fact it should be renamed the Campbell step.

Comment by Pete

I thought booze was supposed to be cheap on limey country.

Comment by Billy Whizz

Not compared to the Thunderbird that you drink.

Comment by John

I’m jack all the way.

Comment by Billy Whizz

To be fair to me, I wouldn’t know that would I.

Comment by Rob

you mean because youre too fucking tight to buy anyone a drink.

Comment by andy@cynic




Comments are closed.