Installation on the same day; Did it build the brand?

Expectations created and not met are not only dangerous, but deadly for any retail brand!

Consider the example of an advertisement I shared some time ago wherein a powerful pain point for consumers had been leveraged to hopefully build credibility and thereby creating a competitive differential for that retail brand.

Now let me share the other side of the story.

When I was recounting this during the MBA class I teach retailing for, several hands went up wanting to refute and share a counter point of view. For most, the claim in the advertisement was downright hilarious as their real time experience in getting the air conditioner installed took anywhere from a week to almost a month.

Is it any wonder that the retailer has realised the folly of a hollow promise and has dropped that claim/ promise from the subsequent communication. Still, they could not desist from a somewhat similar claim of providing installation on Sunday, if purchased on that day! Let’s see, if this one lives up to the expectations being created.

As Mr. Ogilvy said; the customer is not a moron. The sooner retailers realise it and constantly keep it in mind, the better for the retail brand.