Getting people to queue up outside your shop is a great PR trick. Not only is it good marketing for the passing trade ("Wow! That shop must be amazing!") but it's effective in winning press attention for your opening, sale or new product.Just think - riots at
Some shops, like Ugg in Covent Garden, don't just keep the 'PR queue' for special occasions. It has a permanent bouncer-operated red rope at the door, only allowing a few people in at a time. I'm sure they say it's to keep the browsing experience positive for people in the store. I reckon it's for the reasons in paragraph one.
So when I saw about 20 people queuing in the snow on Saturday, being held back by that red rope, I had a peek in. There were about the same amount of people inside the cozy shop. They were trying on cozy boots and looking all cozy.
Is it me or is this utterly ridiculous? I had gone to Covent Garden specifically to buy a pair of Ugg boots for someone. Between getting off the Tube and Ugg's premium position on Longacre, I'd had to dive into numerous shops to warm up. This made me feel good about those retailers and even resulted in a few spontaneous purchases.
But there was no way I was queuing to get into a shop - a shop which could easily have contained ten times more people - was appropriate. It was freezing cold, and snowing hard. Ugg was taking the piss out of these people, all in the name of marketing.
Needless to say I didn't buy any Ugg boots. And until they stop treating their customers with contempt, I'm going to recommend to the intended recipient that they choose something else.
Perhaps Ugg's time would be better spent dealing with the scammers who flooded the 'net with fake sites this Christmas, rather than waste all that effort keeping people out of their shops?
Update: I got this email from Ugg in Australia:
Dear Jon,Thank you for your email. At this time, while you have requested to post any views I will have to decline at this time.If you are needing any further assistance, please contact us at 888-432-8530.
Marion Tibbs
Customer Service Representative
UGG AUSTRALIA
Oh well.
Oh well.
5 comments:
Agreed
Nice clear response from Ugg, I see. NOT. Great post though :0)
Half of me shares your outrage; the other half thinks that if those mugs out there are willing to pay £200 for celebrity slippers, they're fair game ;)
You wouldn't queue; I certainly wouldn't queue - but look! There they are, all excited and waiting their turn.
Reminds me of Voyage 10 years ago, with people having to be accepted as "members" before they were allowed through the door. Ugh!
Perfect example of once again displaying utter contempt for their customers. What idiots.
That is pretty instresting post. I am going to suggest this article to my sister.
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