Retailer extraordinaire Stanley Marcus said that the best way to deal with competitors is to work with them toward “some larger goal beneficial to us all.” (The Viewpoints of Stanley Marcus A Ten-Year Perspective. Denton: University of North Texas Press, 1995.)
With Marcus’s comment in mind, other retailers might benefit from taking note of the Neiman-Marcus e-mail Christmas campaign of the past week. It’s been enough to make you, well, want to buy something — or a least click into the site to see what the great retailer has to offer. Here’s a rundown of NM’s e-mails of the past several days:
December 5: Free shipping at any price plus a 30 percent-off sale
December 6: Free shipping at any price plus double points for members of the Neiman-Marcus insider club
December 7: Free shipping at any price plus free returns, today only
December 8: Free shipping at any price, free gift wrap for a limited time
December 9: Free shipping at any price plus free gift wrap
December 10: Free shipping at any price plus final day of free gift wrap
December 11: Free three-day shipping at any price
December 11: (Second mailing) Free three-day shipping at any price
What´s the point? It’s a lot of e-mails. Each one offers a “gift” to the shopper. As a recipient, you can’t help but notice. The free offers are inviting, and the frequency finally makes you want to take a look.
In two words: Effective marketing.