Consumers in general are attracted to sales and items on sale in general, they have this feeling to make such a good deal during their purchase.
That’s why commercials created the « fake sales » event which takes place at least twice a year in any kind of shops (we’re not talking specifically about Yves Rocher here but also about other sectors like cloths for example…)
In reality, sales are an illusion and any good housewife who wants to manage his budget correctly, should avoid it radiccaly. Many rip off are done during this event in order to push the consumer to buy.
Yves Rocher proceeds in a more subtle way, avoiding itself
to be in infringement with the current law. First, posted prices are quite
average, even rather high in order to overestimate the product value.
Then, in order to seduce the consumer and to make him think he’s doing an incredible deal, high promotions are done on these prices and some products can be bought half-price all over the year, or two products can be sold for the price of one.
Attracted by the promotion supposed to be occasional on a costly product (so a qualitative product in the consumer mind), the housewife can’t resist on the temptation to buy it, convinced to do a great deal.
And from fake promotions to
fake promotions, above all in the distance selling (first and still now on their catalog « Le Livre Vert » and now also on their website) the
brand succeed.
YR has always been good at promotions and customers relationships but after a while, teenagers gift and flashy packagings don't attract the consumer anymore... In 2009, Yves Rocher decided to recreate a new brand image based on a green and ecological perspective. Still based on their attractive prices, they're now focusing on a more qualitative, efficient and ecological communication…
Marie.
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