Several marketing companies have reported that lowered retail prices and the much trumpeted ‘rock-bottom’ sales are not going to be enough to produce the purchasing boost that many retailers are hoping for, in fact they could even be counter-productive.  There is some evidence that consumers are finding the ‘70% off’ posters in many stores to be a complete barrier to buying because they suggest the original price was way too high and they have been ripped off in the past. Either that, or that the product is not as good a quality as they’d thought.

It’s important to your business to keep a sense of stability, whether you’re a football club or a food retailer. Clients have to believe that you’ll still be in business next week or next year and drastic sales imply that you’re about to fold your tent and slip away in the night. They also have to believe that doing business with you, whether that’s attending a football match or buying a burger, is going to be a fun, value-filled, experience. This is more effective in courting customers than telling them that you’re going to let them buy things on the cheap. Merchandise that reflects quality and timelessness, along with corporate clothing that implies quality and attention to detail, will carry a strong message that your product or service is substantial and worth buying.

While many retailers appear to be in a total panic, their reactions have exaggerated and damaging to the business.  Instead, according to market specialists, businesses should start communicating positive and upbeat messages, and treating customers like friends. Above all they should use their storefronts and internet presence to be transparent by explaining who they are, and what they have to offer. Friendly messages on promotional clothing worn by staff such as ‘We’re here to help’ or ‘Ask me how to beat the recession’ and thanking customers for their patronage by giving them a voucher to use on their next visit are likely to generate repeat sales in a time when many shops and businesses are struggling to get people through their doors.