Heavy advertising attracts almost everyone to try the product. And if it is of lowest price ‘guarantee’, the temptation is greater.
But most consumers do not realise that the lowest price is the final refuge of the marketer who cannot innovate.
One of our customers, Mrs. Kajal (name changed) was mesmerised with a ring that was set with a 0.70ct solitaire at a well known jewelry showroom. She impulsively picked it for the high promises that the sweet brand promised.
After about two or three months, she was in a spot when her sister-in-law asked them for financial support. Her husband needed to undergo an urgent angioplasty. At once, Mrs. Kajal felt that she could depend on selling back the diamond ring for the money. Someday she will buy the ring again, she thought.
She went to the showroom and asked to resell the ring. The same salesman wasn’t there. But someone else looked at the bill and politely told her that the item will be sent for inspection, and, only after due diligence, the amount would be transferred to her bank account. It would take about 7 to 10 working days. Even on repeated requests, that they needed the money urgently, they were refused. Her faith in the brand shattered.
The ring was much more than the money she had paid to buy it. It had emotions. It was about the people promising her. But the brand didn’t care.
Caring is unpredictable, hard to command and regulate, and sometimes expensive in the short run. What a shame!
From the same store, she gave me a call and explained the dilemma. We asked her to come over, and that we would try our best to help her.
We offered her to use the money for a brief time and collect the ring back without any deductions. She heaved a sigh of relief. She now has greater faith in family-run stores like ours.
Photo by Alexander Krivitskiy from Pexels
Video by RODNAE Productions from Pexels
