An offer I couldn't refuse
Marketing Made Me Change My Mind!
Is marketing to blame for over consumption?
I was early for a meeting so I popped into Cooplands to grab a coffee and wait. Cooplands are a bakery chain from the North East that prides themselves on quality, freshness and service (they sell pasties & coffee). They are a direct competitor of Greggs and are changing their business model to suit the trends, selling more coffee and lunch items, rather than just baked goods. Greggs are now only second behind Costa Coffee in the UK for selling coffee.
Two Lovely Ladies
I entered Cooplands and was greeted by two lovely ladies and I asked for a coffee and the lady serving me said the following:
“Its £2 for a coffee or £1.50 for a coffee and a pain au chocolat”
When the penny dropped I looked at the lady, smiled and said:
“Are you trying to get me fat?”
The lady not serving me laughed and as quick as a flash, volleyed back with this :
“No, we want you to leave Cooplands feeling valued and having received excellent value and great customer service - plus the Pain Au Chocolat is sugar free, wink wink!”
We made some more small talk and I then sat to drink my coffee. I reflected on the customer exchange and it created a conflict in my head. Did I enjoy the experience at Cooplands? Yes - I went to buy a coffee and ended up getting a coffee, a pain au chocolat (which I love by the way) and 50 pence saving, plus the staff had made me laugh and I felt instantly at home at Cooplands.
Marketing Won
Then I thought to myself - I didn't want the pain au chocolat. I was very conscious that they were sold in Cooplands and I had already had a mental battle with myself not to buy one. And yet I ended up leaving with one because I saved money. In doing so, I gained calories for that day and increased consumerism for nothing more than my own indulgence, but it was packaged in such a nice manner, I couldn't help being happy with the service. So marketing in this instance won over, it beat my internal battle with controlling my sugar addiction and also increased my consumption and effect on the planet.
Overconsumption
Over-consumption is at the root of the planet’s environmental crisis and this is a perfect example. The question is, how do you add customer value and great customer service without increasing consumption? This is a question that we all want to know the answer to and this is what I am always looking to achieve, but it is easier said than done.
Back to the central question:
Is marketing to blame for over consumption?
The obvious answer is yes. But we all have a choice - I could have refused the free pain au chocolat and paid an extra 50p. This would have reduced my consumption, but I would have left the shop feeling robbed, even though I was prepared to pay £2 for just a coffee before I entered the shop, but after the incredulous offer I then logically could not leave with what I had entered the shop to buy.
It was an offer I couldn't refuse!
Marketing won and the planet lost again, plus my waistline expanded, but I left feeling happy. Agh - marketing made me change my mind! Now why can’t we use marketing to reduce consumerism, or is this not contradictory in itself?
We need to use marketing to start going against its own nature - this practice designed to increase consumerism must be repurposed to reduce it, without ruining a customer’s positive experience. If you have any ideas, we’d love to discuss them.
Thanks