Search

×

Are we overdoing the high days?

In the United Kingdom, Mothering Sunday has recently passed on March 15. These types of days are very successful and attractive for many obvious reasons, but over the years they have developed and changed considerably in content, style and marketing.

Positioning and marketing these events, particularly the lesser-known ones, has moved on from attempting to get customers to celebrate them in the retail theater to engaging in yielding at peak pricing. Essentially there is naturally nothing wrong with this, but have we taken it too far?

Looking around the offers in the U.K. this year, we observed some interesting content.

Generally speaking there was a good deal of high pricing — in some cases almost double the norm. All kinds of limitations were in position, selection was limited, booking conditions were conditional outside of normal practice and prepayment was not unusual. Whilst there may be business reasons for this, our historical experience of such events has been that the quality and customer experience is often not as good as usual, and overselling is common. These observations apply to most fields included in hospitality and retail.

In discussing this with many clients we observed what appeared to be a growing tendency for people to celebrate the occasion before or after as it represented better value and an improved experience. Does that in itself create a new marketing opportunity?

Essentially customers are seeking value, and in our view business needs to deliver it before our high days simply run out of road.

What do you think? Where have you observed great value, or otherwise, in this respect?

Comment