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Love Furniture Profits Tip: Gift-With-Purchase.

Furniture World News Desk on 10/27/2014

By David Love
Love Furniture Profits

Cosmetics empress Estee Lauder is generally credited with inventing the “Gift-With-Purchase” strategy used so frequently with cosmetic sales today. Of course, it’s also used by virtually every kind of business. Everyone likes to get Something For Nothing. Even the wealthy.

Years ago I saw an ad for a Rolls Royce dealership in southern California. Guess what the Gift-With-Purchase was? A Mercedes. You heard right. A Mercedes.

No one is immune from the lure of Gift With Purchase.

I mostly see this strategy used in mattress ads, not so much furniture. Pillows with purchase. Mattress covers with purchase. Free delivery. Free frame. That sort of thing.

There are two forms of this strategy that you can use.

  1. Give a gift that is related to the purchase. Like the second car.
  2. Give a gift that is NOT related to the purchase. i.e. something totally different.

Which works best? Unfortunately there is no definitive answer to that question. You must test and use what works best for you.

One strategy I used very successfully when I had my store was a gift package from Omaha Steaks. Very high perceived value at modest cost. I recommend this to my clients. Note: I have no financial interest in Omaha Steaks.

Whether you choose #1 or #2 above, it’s also best to offer a choice. Omaha Steaks or a FREE dinner for two at a local restaurant.

The best use of multiple choice of FREE gifts is by Harbor Freight. It must work for them cause they repeat it over and over and over. Here’s what was in a recent flyer:

  • FREE 6-piece screwdriver set. Or
  • FREE 4-piece pick and hook set. Or
  • FREE 27 LED portable work light/flashlight

In other flyers of theirs, I've seen as many as a choice of five free gifts.

Give it a try. Let me know what works for you.

These little weekly articles can only scratch the surface of what you can do to more effectively market your goods and services. To find out more, get your free copy ($97, but free to any furniture or mattress store) of my breakthrough Special Report, “5 Long Lost Secrets of Scientific Furniture and Mattress Advertising that work like magic in today’s economy for any furniture or mattress store to get you more customers, more sales, more profits.” Go right now to www.lovefurnitureprofits.com. David can be reached at david@lovefurnitureprofits.com. Phone: 803.764.3977.

Do you have an marketing frustration you’d like me to address? Shoot me an email and I’ll talk about it in a future article.

About David Love and Love Furniture Profits. Love Furniture Profits is an advertising consulting and coaching firm that works with small to medium size furniture and mattress stores that want better results from their advertising.

David is a 41 year furniture/mattress, in the trenches, industry veteran. His background includes retail furniture sales. Manager of a retail furniture store. 22 years on the road making money for companies like Sealy Mattress and Best Chairs. His territory and his retailers achieved sometimes remarkable sales increases due to the expert advertising and sales advice he gave. He has also owned and sold his own profitable store and was a highly regarded sales manager of a top 100 furniture store.

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