Web Comment

What you Said

Comet’s sales challenge

Comet’s new strapline “Come and play” to help it reposition around lifestyle has attracted plenty of comment online.

Read the original story at www.marketingweek.co.uk/Comet play and a comment extract below.

By differentiating an in-store experience at the right price points, Comet can offer an in-store experience to the mass market. This increases its opportunity to sell, which ultimately provides a benefit to the customer and aligns to individual customers choice factors.

However, Comet needs to ensure that a customer seeking product knowledge makes a purchase at Comet, and does not just use the information gathered in-store to go online for a cheaper price at a different retailer.

Ikea ad is a catastrophe

Ikea’s new Happy Inside TV campaign featuring cats also drew several opinions. Read the story at www.marketingweek.co.uk/Ikeacats

Has the Ikea marketing department lost all sense? Has it overlaid potential shoppers against a database of cat lovers and thought “let’s use cats”

This ad is a waste of media budget and has no real strategy. A basic principle of good marketing is “don’t tell consumers how they should think or feel”. Ikea has blundered on Happy Inside.
Richard Wallace


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