Making buying a selling point

5 March 2012

As I walked down the road to work this morning, I spotted a Waitrose delivery van proclaiming the slogan: “We shop like you shop”. The ‘partner’ featured is also a genuine buyer, as opposed to a model.

I doubt the buyers at Waitrose return home cursing they have forgotten that vital item they went out to get in the first place - as I often do – but it is another example of a retailer trying to promote the way they buy to get you to use them. It’s more commonly used to promote ethical sourcing, such as this McDonalds commercial, or as an explanation of how their buying affects you, as in this glamorous presentation of the role of a buyer from retailer TJ Maxx in the US. This is all positive for the profession, although the fact the TK Maxx campaign launched last summer and I have only just noticed it perhaps demonstrates it was lost on me.
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