Try before you buy … nappies 23 September, 2005
In ‘Why We Buy’ Paco Underhill talks about sensual shopping – our desire to experience products before we buy them – and the positive impact it has on sales. I came across two great examples of sensual shopping recently for a product that you wouldn’t normally associate with this ‘try before you buy’ mentality … nappies!
As often happens when out with the baby, her nappy needed changing. We popped into the nearest Boots, fresh nappy at the ready, to find several packets of own-make nappies freely available in their baby room. This is great for everyone. We get a free nappy (and to try a different type to the one we’d usually buy). Boots get to expose potential new customers to their products and generate positive feelings about the shop.
Then, a few weeks ago someone came to the missues’ playgroup promoting the latest nappy designs. (Despite parental warnings about the bad old days the missus and I have wanted to try reusable nappies for a while to save money.) Birmingham City Council offer a ‘cash-back’ scheme for reusable so you can buy the nappies and then get a rebate of up to £30. (2 nappies and 1 cover is just under £30 so in effect they’re free.) And as if that weren’t enough, they run a washable nappy library where you can hire different reusables for a week to see if you like them. Amazing! The council promote a more environmentally friendly approach, save on waste collection and disposal and make me think that my Council Tax is being spent wisely.
Now if these organisations can do it for nappies what could you give away to get something more in return?