Why do businesses exclude customers from buying? It’s puzzling? Two examples:
- Staples – $25 off on-line/$10 off in-store coupon. The offers are incentives to buy….yet there are 20+ exclusions that don’t apply.
- Home Comfort – Free delivery on $799 or more bedding set.
At Staples….certain products among others are excluded….Apple….Epson….Bose. At Home Comfort….what if the purchase is less than $799? Should not delivery be included with any large purchase?
Exclusions make the offer less attractive. A better strategy for incentive offers is to simplify the buying process…. make them less exclusive.