I witnessed first-hand the abuse of a newspaper / bottled water promotion at a WH Smith outlet in London yesterday. The customer in front of me wanted to purchase a bottle of water and some other items. The sales person said if they purchased the Daily Telegraph the water was free. The customer didn’t ant The Daily Telegraph. The staff member scanned the newspaper and set it aside – making the water free. I purchased the copy of the newspaper already scanned as I wanted water too. From an audit perspective I wonder if that’s two sales or one – as there was only one reader.
All these games being used to drive newspaper sales dilute the value of the newspaper and thereby dilute the value of advertising.
I agree Mark. I don’t allow my customers to purchase two “whatsits” with a promo when they say”I have two grandkids and I need 2″ I make them purchase the newspaper again and I patiently explain the reason for the “‘whatsits’ in the first place.
Most customers have no idea of these things.