When you offer too much?

[Business Brian]

I was in Tescos the other day, and drifted towards the DVD section. Sometimes I like to check out the kids ones for my kids, because a lot of the time the kids DVDs are a very affordable £9.95 each - things like Noddy, Thomas the Tank Engine, etc.
 
 This time, Tescos were also running some offers:
 
 - one set of shelves said "2 for £10"
 - another set of shelves said "3 for £20"
 
 Both sets of shelves had very different DVDs on, and you couldn't mix and match - and I saw at least one DVD in each section that I really fancied.
 
 The problem was, I couldn't decide which to buy - the £10 offer for 2 was good, but obviously I get more (ie, something for myself, my partner, and the kids as well) on the £20 offer. But to take up on both offers just seemed too indulgent, and like everybody, I like to keep to a certain level of budgetting.
 
 I actually spent a good 30 minutes or more simply trying to decide which offer to take Tescos up on, and various different DVDs went into the trolley.
 
 In the end, I simply couldn't decide which offer to take up, so I left without buying anything from either, so I ould think about it later.
 
 These sort of supermarket offers are based on spontaneity - of offering a consumer an unexpected deal not to be refused. The problem here was that both supermarket offers were competiting against one another. And it lost that spontaneous sale because of it. I didn't even buy the kids a DVD by itself because I would rather have got an offer price instead.
 
 To myself there is a lesson here - to be careful not to set up special offers against one another. Otherwise the purpose and method of the offer in the first place amy be defeated.
 
 2c.

[peterjhale]

Others make their minds up faster
 
 These are good "get you in the door" offers or even, wow, Tesco is so good with offers these days (you know, feel good factor - although not so much in your case!)
 
 Generally you'll find that folks find one DVD they really want then just pick up any old one to make up the numbers.
 
 Tesco shift their old stock - punter happy.

[revsorg]

I think it's a good idea to give your customers choices, then your competition don't get a look in.

[Business Brian]

I would actually recommend 1 offer, rather than create 2 offers competing against one another - certainly where DVDs are concerned, as I'm not able to make my mind up fast enough.

[Will]

An interesting situation you describe Brian.

I agree with you on this one - give offers, yes, but don't create any confusion about what action the customer is expected to take.  

In direct mail, one of the established rules is to sell one offer or product per mailing - it's hard enough to get customers to respond to one offer, let alone two or more...

[David Lindon]

I have to agree. Tesco is littered with offers and deals just to the point of confusion and you end up leaving with out anything. They need to get their act together.

[OneofaKind]

It seems Tesco's has not picked up on your concern Brian.

However their strategy is to provide something for everyone. i.e. you go on with a budget say £10 or £20 and buy your DVD's on those basis. I don't think it is aimed at people who are very particular about what they want, but those who just want to watch a few good films.

[Melos]

I know nothing about Tescos  but I do agree that one place should not offer too many deals.

I ran into this problem with one of my ecommerce sites.  I was offering a % discount to returning shoppers plus a referral bonus.  People were getting confused over which one they should use.

[OneofaKind]

There is however a difference between what Tescos does and what you were offering.

Tesco's is making a number of different seperate offers

It seems to me that you were making overlapping offers.

[Business Brian]

I think it's a fair point to make that Tescos are aiming at different market segments.

Just a bit confusing when you fall between more than one.

[hokeshel]

I agree Brian. I encounter the same problem when I go to many retail stores. It doesn't stop me from purchasing, though.

[wondering]

It has to do with set up. If there's too much of one thing and it gives a claustorphobic vibe, I'll go somewhere else. Too much choice is just silly.