Ahh...the power of Surprise once more rears it head in the off-price retail space.
Over a year ago, I laid down this post about Costco being a "retail treasure hunt." Well, Canadian discounter Liquidation World is going one step further by playing the Pow! card to the max in its new multi-media "brand-building" campaign. As per Marketing Magazine:
"The campaign revolves around market research Liquidation World conducted a couple of years ago...(which) revealed that the chain’s customers go to browse and explore, which is why the store focused on promoting the experience of finding an unexpected deal rather than price."
The company's TV commercials end with the tag line:
“Come Find Something Unexpected"
...while its in-store posters are shout out:
“Even We’re Surprised by What People Find in Our Store”
“Find Exactly What You’re Not Looking For”
As I've said many times before here, shopping isn't necessarily about searching for something, but discovering something...hence the value of pushing Surprise. Ironically, it's the discounters who seem to understand and exploit this far better than their high-falutin', regular-priced brethren.