Tenant's Secret Love

Chapter 56: Love is not a luxury

I organized some scattered thoughts about this promotional plan in my head, and then said to Harlan, "For this promotional plan, we can think outside the box. My idea is that, in addition to the eight international first-line brands, other ordinary brands should still use the previous promotional methods, which are simply discounts and giveaways. We don't need to spend too much time on this, and the time doesn't allow us to spread our energy too thin."

Harlan nodded and said, "I understand what you mean, and I agree with you. This sales promotion is mainly to highlight our image as a top department store. The focus of the sales promotion plan should be on the eight international first-tier brands. Tell me how you plan to integrate these eight first-tier brands into the sales promotion plan."

I thought for a moment and said, "The eight first-tier brands at our Baoli Department Store include almost all categories of daily necessities, such as clothing, bags, watches, and jewelry. This kind of inclusion is our advantage and also conducive to our coordinated sales promotions."

"How do you match them?"

"First, we have to create enough subjective buying motivation for consumers. Of course, promotion is an important means to stimulate buying motivation, but it's not enough. We also have to further stimulate their desire to buy at the psychological level."

"Go on," I said.

"First, we have to segment the market. People who can buy luxury brands must be high-end individuals, but there are also occupational differences and wealth differences among high-end individuals."

Harlan nodded and said, "Yes, the main buyers of luxury brands are women. These women are either top elites in companies, or rich girls, or..."

"Or kept mistresses!" I said instead of Harlan. After many years in the department store industry, we have developed a very specific classification system for our target consumer groups. Ironically, we once studied the consumption structure of luxury brands in Baoli Department Store. Company executives account for about 20%, and second-generation consumers account for about 30%. The remaining 50% are basically abnormal purchases. So you often see young and beautiful women with successful men in luxury brand stores in high-end shopping areas. Of course, this is just an internal survey we did, and it is not official or authoritative, but it is enough to illustrate the problem.

"What, is this your entry point?" Harlan asked pointedly.

I nodded and said, "Yes, you know these kinds of women. They have a long-term lack of emotional security. They need a kind of support, even if it is false, and they will feel comforted."

"So, what is your promotional theme?"

"Love is not a luxury... During the event, the discount will be given as usual. At the same time, if you buy products in a luxury brand store as a couple, we will give you a commemorative membership card of our department store. During the event the following year, if the couple still comes to our department store to buy luxury goods together, we will refund cash to their commemorative membership card. The next year, 10% of the purchase will be refunded, and the following year, the refund will increase to 15%, and the fourth year, to 20%. This will enhance the continuity of consumption, and secondly, these consumers will receive both psychological and material compensation. In fact, those women don't really care about the so-called cash back. They care about 0% of their purchases in the second year, 15% in the third year, and 20% in the fourth year. This will not only encourage repeat purchases, but also give these consumers a sense of psychological and material compensation. In fact, those women don't really care about the so-called cash back. What they care about is a sense of psychological comfort. They also hope to have love and hope that their love will last."