(And other reasons why putting the planet first is a smart business move.)
This week, as every business from Gua Shas to your favourite granola brand is buckling up to offer their “biggest sale of all time”, our company is doing what it does every other day of the year: Selling dang good shoes. At full price.
And while we’re hearing stories of other businesses pulling back ad spend as customers are holding their cash till they can buy at sale prices, guess whose sales continue to exceed expectations?
If you guessed ours, you’d be right.
You see, putting the planet first wasn’t just a good decision for our consciences, it was a good decision for our bottom line.
Don’t get us wrong, profits were never the reason why we pivoted our footwear brand to be focused around the environment.
But a big reason why we did it was to prove to other businesses, who may not be motivated to help the climate crisis in the same way that we are, that putting the planet first is the best thing they can do for their success.
So with that in mind, we’ve put together the top 3 reasons why it’s just clever business to never go on sale:
1. Customers are more likely to become brand ambassadors if they buy your products at full price.
Studies show that Black Friday purchases are often only worn once*, while 80% of what people buy over the period end up in landfill**.
Do you think customers are going to be singing your praises if what they bought from you goes straight in the trash?
What you want is for the people who are buying your products to treasure them, to love them and wear them to death, so that every time someone comments on that piece they’re wearing they just can’t help but gush about how obsessed they are.
2. Thoughtful purchases will flatten out your sales curve.
We’re seeing solid sales every day of the year, and that’s because no one’s holding off on their purchases, waiting for prices to get slashed.
People know that if they want a pair of TWOOBS, they can buy them when they want them, and they’re sure they’re getting the fairest price we’ll ever offer.
It’s taken us from a business that did well on sales days, to a business that does better than ever before, every single day.
3. Transparent pricing creates brand trust.
Customers know that we aren’t trying to trick them by hiking up our prices at launch, to cover the fact that we’ll be making them way cheaper in a few months’ time.
While your biggest revenue days might be when you’re on sale, ours are our launch days, because people know that they’re getting our best prices on day 1.
Customers trust us to be totally honest with them - because we are totally honest with them.
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So there you have it.
Looking to create trusting customers who will be your brand ambassadors and buy every day of the year? Easy peasy, just don’t go on sale.
You’ll be saving a lot of your products from ending up sad and lonely in landfill in the process, and no business wants that for the things they’ve worked so tirelessly to create.
Lastly, a little reminder for you that without a planet to live on, there won’t be any business for you to run - so making decisions for mama Earth is always smart business!
J&Sxx
*Source: https://www.dw.com/en/the-environmental-impact-of-black-friday/a-63875495
