It obliges consumers to purchase more than their needs..and is incompatible with rationalizing spending

Consumers: “Free Product” offers compliant discounts for the benefit of stores

• The marketing policies of sales outlets vary in offering discount offers.

  Emirates today

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Consumers considered the offers offered by some sales outlets, which include buying one or two products, and obtaining the second or third free of charge, in what amounts to buying two pieces in exchange for two other pieces for free, or buying one product to obtain a discount for the second product, as « Submission Discounts obliges consumers to purchase more than they need to be able to obtain discounts.

They confirmed to "Emirates Today" that these offers are for the benefit of the stores, and are inconsistent with the policies of rationalizing spending.

In turn, officials in the retail trade sector said that these offers are among the well-known marketing methods in the retail market, and provide multiple options for purchase for large families.

They attributed these offers to the diversity of marketing policies between department stores and outlets in offering discount offers, especially since the markets include more than one form of offers, and consumers have to choose between them.

Compliance Offers

In detail, the consumer, Youssef Ibrahim, said that a large number of stores are currently offering discount offers, which include buying two or three products and obtaining a product for free, considering this a reduction conditional on the consumer's acquiescence to buy quantities of goods, to obtain the discounts.

He added that the reductions are supposed to allow consumers to obtain price privileges, without requiring them to have certain conditions related to the quantity of goods purchased.

Spending increase

In turn, the consumer, Tamer Abdo, saw that the discount offers that require the purchase of a certain number of the product to obtain discounts, such as buying two products to get the third for free, whether in clothes and shoes, or perfume, or food commodities, causes an increase in consumer spending, by buying quantities They do not need it, which is inconsistent with the policies of rationalizing spending and confronting consumer extravagance.

As for the consumer, Ibrahim Mustafa, he said that these offers are suitable for large families, while small families or individuals are deprived of benefiting from them, in addition to the fact that they impose on consumers to buy certain goods from certain brands, to take advantage of the offer, which is considered the conditions of consumer submission.

He explained that it is important in any reductions to be clear and not to impose unfair requirements that are in the interest of the merchant only.

marketing tool

In addition, the Director of the Marketing and Happiness Department at the Union Coop, Dr. Suhail Al Bastaki, said that the “buy two products and the third for free” offers, or that depend on giving discounts to the consumer when purchasing more than one product, are among the well-known marketing methods in the retail market. It provides multiple purchasing options for large families who prefer to buy a larger number of goods in various sectors.

Al Bastaki attributed these offers to the diversity of marketing policies of the outlets in offering discount offers, especially with the introduction of multiple options in the markets for consumers.

Marketing Policies

For his part, Director of Corporate Communications at Lulu Group International, Nanda Kumar, said that it is better for discount offers to be characterized by diversity in their tools, allowing consumers to have many alternatives offered, with the freedom to choose between one offer and another.

Kumar explained that the offers that depend on buying more than one product to get another for free, or at a certain discount, may not be suitable for some consumers, but it is suitable for others.

As for the Director of Public Relations and Corporate Communications at Mercato and Town Center Jumeirah, Nasreen Boustany, she attributed these offers to the diversity of marketing policies between department stores and outlets in offering discount offers, especially since the markets include more than one form of offers, and consumers choose between them.

stock disposal

In the same context, the expert in the retail affairs sector, and director of “Al Bahar Consulting Company”, Ibrahim Al-Bahr, considered that the offers that obligate consumers to buy a greater number of the product, to take advantage of the discounts offered, aim mostly to raise the percentages of the quantities sold of goods and to dispose of the stock of goods with Shops.

He added that a large number of food supply companies prefer these marketing means in the offers, because they allow them to have higher sales rates, pointing out that these sales may be dedicated to certain categories of consumers such as large families, but they do not fit with other categories.

«Economy»: buy only what is needed

Previously, the Ministry of Economy stressed the importance of the role of consumers in following up on the markets, by submitting any observations that are monitored in the retail sector to local departments or to the Consumer Protection Department in the Ministry of Economy, for rapid and effective verification of observations and complaints, noting the importance of raising consumer awareness by purchasing only what he needs from the offers. And not to resort to buying goods in large quantities, whether for storage, or for other purposes.

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