Friday, December 30, 2011

Biased advice?

As I'm from a sales background I know all about associated selling [yes you youngsters, Amazon did not invent the concept with " people who bought this book also bought … "] – but in my book and seminars I emphasise the point that for this to be effective online, experienced sales staff must be involved in the choice of 'associated' products [it's all part of my website 'dream team' issue].
So when I was looking for a new pair of Levi's, I was a surprised at Debenhams' recommendations for associated sales for the jeans I was looking at.
You will note that the model showing off the jeans is wearing a pair of baseball boots – and yet the recommended shoes seem to be two pairs of 'dress' shoes and one that might be described as 'casual'. A quick scan of the other Levi's on offer revealed that the vast majority of models are wearing 'trainer'-type shoes with only one in 'dress' shoes. I should disclose that I am firmly in the no-dress-shoes-with-jeans camp, so that might influence me here.
More objectively – I have to assume the Levi's are modelled in what is considered to be the most appropriate footwear for the jeans? So why the three shoes shown here? Could it be because they are on offer and that 'show on-promotion shoes' the 'default' setting for all types of trousers at this time of the year? OK, so I could live with that for one or two recommendations – but why not include the actual shoes shown in the jeans picture? After all, if I were in a store and talking to a sales person would they try and push associated sales that are not really suitable for the primary product? They might … but only if they are no good at their job and if they don't want to see you back in the shop again.
On the plus side – well, partial plus is – that in the product description of the jeans the height of the model is given along with the size of jeans being worn, so giving buyers a better idea of the size and fit of the products. Why 'partial' plus? Not all jeans' descriptions included this information – including the 501s I was looking at.

No comments:

Post a Comment