Shoe Marketing 101

Got sole?
London, ON
February 2021
This photo originally shared on Instagram

Marketing is a funny discipline. To grossly oversimplify matters, it's designed to get you to want to buy stuff.

As in, "Hey, dude, look over here. Have I got a deal for you?"

The "Compare At" pricing trick is as old as marketing itself. On one side, there's the original price. Or the suggested retail price. Or what others are selling it for.

And on the other side, there's OUR price. Normally, the good guys' price would be, you know, LESS. To illustrate that OUR deal is better than THEIR deal, and you should thus purchase it from us.

But whoever made this sign may been absent from class the day this lesson was taught. Hence the "our price" being identical to the "compare at" price - not just for THESE particular shoes, but for every product in the store.

Retail is a tough business on any given day, especially now. This just makes it tougher.

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