Instigated by the frenzy of commercials and promotions, shoppers often wonder “am I getting the best deal?” In a tongue-in-cheek campaign, appliance retailer hhgregg captured this anxiety as FOBO (Fear of Better Offers.) Zimmerman, the agency behind the campaign, said the idea came from “research that found millennials currently experience feelings of fear that better options may exist elsewhere.” hhgregg is positioned as the solution:
As we head into the peak shopping season, many consumers are likely to be feeling the effects of FOBO. And despite the positioning of Black Friday as the height of discounts, some reports are finding these “deals” are not deals at all, furthering shoppers’ angst.
Some apps and websites are seeking to help relieve shoppers of these fears. Flipp aggregates retailer flyers and lets consumers pinpoint the local retailer with the best price for items on their shopping list. They’ve even created a new commercial highlighting the app’s applicability for Black Friday gift shopping.
And for those who prefer to shop Cyber Monday? As noted in last week’s NYTimes, new apps like ShopSavvy allow users to compare prices for items in brick & mortar retailers versus Amazon and other online outlets “ all in search of the best deal.”
Some questions for marketers:
*How important is getting the best price for your prime customers?
*How transparent is pricing for your product or service? Is it easy for consumers to choose to buy your brand?