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| Was wondering if there are any other custom frame shops out there using anything other than "X% off" incentives, and more importantly, are they working? |
| posted 1/22/2010 11:16:00 AM
by Dan |
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We stopped using percent-off discounts routinely when the big box stores began their discount wars, offering up to 70& off.
Too many consumers mistake these deep discounts for real value. In truth, the "reference prices" are inflated in order to cover the discounts. In our framing business, our retail prices are quite close to the 50% to 60% discounted prices offered by others.
It really isn''t about discounts or actual prices. It is about the way consumers perceive the competing businesses. Consumers often mistakenly perceive that they are getting a better deal at $500 minus 50% than from a smaller framer offering similar framing for a $250 retail price.
In any case, most small-shop framers can not match the big box marketing, which may include full-color inserts offering deep discounts on inflated retail prices, in every Sunday''s newspaper.
The key for some is to find a niche and fill it.
E-mail: artframe@att.net
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posted 1/24/2010 9:13:00 PM
by Jim Miller |
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