Instigated by the frenzy of commercials and promotions, shoppers often wonder “am I getting the best deal?” In a tongue-in-cheek campaign, appliance retailer hhgregg captured this anxiety as FOBO (Fear of Better Offers.) Zimmerman, the agency behind the campaign, said the idea came from “research that found millennials currently experience feelings of fear that better options may exist elsewhere.” hhgregg is positioned as the solution.
And for those who prefer to shop Cyber Monday? As noted in last week’s NYTimes, new apps like ShopSavvy allow users to compare prices for items in brick & mortar retailers versus Amazon and other online outlets “ all in search of the best deal.”
Some questions for marketers:
Cheryl A. Seraile is a Brand Marketing Maven, with a passion for uncovering new trends and insights about consumers, demographics, culture and the world.