Can any of you marketing types give me a link

[Pete S]

to urls/articles dealing with the psychology (to the punter) and the success (to the retailer) of the 'Buy three for (the price of ) two' strategies in the Retail sector which seem to have overtaken the 'BOGOF' tactics of yore?

I ask because our bathroom cabinet/kitchen cupboard/fridge seem to be increasingly full of numerous 3x multiples of stuff, be it shampoo, Lurpak butter or tins of kidney beans.

The items are also not necessarily of low value either, presumably because it is better for Boots/Waitrose/Sainsburys' stock to be stored in my house and my funds in their accounts rather than vice versa.

But shirley, this idea only works once? Or does a surfeit of Head and Shoulders in the bathroom encourage faster useage and therefore a speedier return to the retailer to restock?

Supplementary question: (and let's use ranitidine -anti indigestian pills as an example) since I am frequent consumer of such stuff.

Ranitidine (tradename Zantac) sells in packs of 6 or 12: Generic stuff, call it Bootstac or Tescotac, also sells in 6s or 12s.

Now Zantac is naturally more expensive than Bootstac and a 12 of Bootstac is significantly cheaper.

Except that the shelves (Boots or Tesco) never have 12s, only 6s of Generictac.

So the temptation is to shove two packs of 6 Bootstac in the basket, only to find at the checkout that this is significantly more expensive than branded Zantac x12.

Now this isn't an isolated incident: I have checked over several weeks and the generic 12 packs shelves are always empty.

Is there a glib marketing name for these types of marketing ploy (like 'lets screw the punters') or 'let's make 'em buy more than they need this month' or am I being too cynical?

I'll check back later: just off to erect a 1metre fence around our deep koi pond to keep grand daughter safe...........

Peter

[kanga]

.. Or does a surfeit of Head and Shoulders in the bathroom encourage faster useage and therefore a speedier return to the retailer to restock?..

an acquaintance in advertising once told me that the best phrase thought up by a marketer was "rinse and repeat" ..

[Colonel Panic]

Buy three for the price of two is only giving a 33% discount, rather than a 50% discount. Stores understand this, but punters rarely do.

The other benefit from the manufacturers' POV is that it makes the punters use that brand for longer - thus locking out any competition.

(Or have I underestimated both you and the question? )

[Timothy]

I buy large quantities of decaff Diet Coke from Waitrose as a result of their BOGOF offer, which brings the per can price close to zero, and there is no doubt at all that I drink more of it because

1. it's so cheap and
2. there is such a large stock in the house.

[Colonel Panic]

Buy three for the price of two is only giving a 33% discount, rather than a 50% discount. Stores understand this, but punters rarely do.

The other benefit from the manufacturers' POV is that it makes the punters use that brand for longer - thus locking out any competition.

(Or have I underestimated both you and the question? )

[Timothy]

....and while we are on the subject, RIP Tesco Value.

[Sir Morley Steven]

Tescos Finest is also being replaced with Tescos Average.

[JoeC]

Pete, you'd be surprised at just how little time manufacturers/wholesalers give to thinking about the consumer. They spend most of their time developing deals/ranges that appeal to the retailer. And you'd be surprised at how little time the retailer gives to thinking about consumer needs too.

[Paul_Sengupta]

....and while we are on the subject, RIP Tesco Value.

This always amuses me: