The brand who cried sale

Tesco’s recession busting price cuts have made me distrust the supermarket. Every aisle in the supermarket is covered with three hundred red cards screaming price cut. When every item in your store is permanently on sale, you’re losing the impact that a genuine sale offers.

Secondly, when the majority of sales amount to a laughable one or two percent discount, customers no longer believe in sales. My friends have taken to posting the funniest price cuts on Facebook; 3 cent off a roast chicken, 4 cent off a sack of potatoes.

Finally, selling products at unbelievably low prices undermines the perceived quality of the product, and the store that sells it. The more astute will note that the expiration date on the burger. ( I took this photo on July 20th ). This makes me distrust every yellow sticker I see in the store.

Like all customer communication, sales announcements rely on rarity and quality. If customers question either of those, your communications lose all value.