Standing in a line waiting to be served in an Australia Post Shop, I spotted an array of goods for sale. Books, stationery and an assortment of gift ideas and gift cards. Impulse shopping is clearly alive and well, despite ongoing reports on retail slow-downs.
To my amazement, on the front counter sat a sewing machine! Yes. a $129 Brother LS2150 Sewing Machine. A sewing machine in an Australia Post outlet? A place that people frequent to buy stamps, post letters, collect parcels, apply of passports….
I had about 5 minutes to think about this strange merchandising decision. It’s also featured in their Christmas Catalogue Catalogue here. I also searched the sewing machine on my phone, which confirmed that the $129 price tag is a good deal. Target Australia lists the same machine for $229. http://shop.target.com.au/brother-sewing-machine-ls-2150.
There were 11 others in the suburban outlet at 2.00pm on a Monday. 3 males. All over 40 years. And the rest were Women. All over 35 years. Several were over 60. Clearly, Aussie Post do their merch research. Although the sewing machine seems out of place, they do know their audience. I’m not sure how many they sell, but why not plonk a sewing machine in amongst other goods and see if it sells. Right?
Knowing your audience is critical. I sometimes feel marketers may get a little carried away with a marketing idea, campaign or “smart idea” without 100% verifying if it is 100% right for their market. I’m not a huge advocate for laborious research, however I do preach commonsense and well thought-out strategies.
I’ll let you know if I spot postage stamps at the local haberdashery store.