The standard wisdom is that the more consumers who find out about a purchase, the better for business. But that rule doesn't necessarily hold in luxury retailing. When youe selling anything in luxury, youe selling exclusivity.
As opposed to post big sale signs, which may mar a store reputation, high-end chains want to unload $3,000 handbags and $800 shoes by periodically telling customers any particular one merchandise is on sale, set up prices say otherwise. The shops also participate in the electronic equivalent of whispering inside a customer ear: sending select customers e-mail alerts about private online sales.
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Customers who subscribe to e-mail messages from Burberry, for example, are regularly invited to idday dash?sales. The two-hour, online-only sales promise 50 % off luxury products which are available only by hitting a hyperlink within the e-mail message. Customers learn about the sale mere hours before it begins. This week ash?featured a $697 Burberry handbag, reduced from $1,395.
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