Last year I spotted the Superdry Windcheater whilst out shopping for a new coat. It was exactly what I was looking for in a jacket. I went to find my size and couldn’t. This went on in several different retail outlets throughout the fine city of Norwich.
I ended up resorting that I’d have to try and find the jacket online in my size. In every shop i n Norwich I saw the jacket it was priced at exactly £65 however, I soon found the jacket online for £49.99. Great you’d think. However, I didn’t buy it from that e-tailer as the actual website/webstore was very poor in appearance and features. It looked antiquated, and I didn’t trust that a company who had clearly spent so little time and money on their webstore could holster the buying buyer to provide better pricing that retail giants like House of Fraser, Debenhams, and actual Superdry outlets.
So I bought the jacket for £65 from an independent supplier who’s web site was fresh and good looking.
The story doesn’t end there as I the Superdry Windcheater would stand to teach me another business lesson.
Last week I was shopping in Kings Lynn and entered a independent clothing retailers shop. The brands of clothing were to my taste so it would have made sense for me to browse around the shop for a while. However, upon entering the store I was greeted with a rack of Superdry Windcheater jackets and what was the price? £70! £5 more despite the jacket being last seasons clothing and out of season. This instantly gave me the impression that the rest of the shop would be expensive and thus I didn’t look any further.
What lessons did I learn? Well first I learnt how important a good looking web site and web store is for giving your customers confidence that you’re a safe, secure, reliable company. And second I learnt that it’s hugely important to keep all of your pricing competitive as the opportunity for your customers to find 1 product that is overpriced and be put off the rest of your products as a result is large, and dangerous!
