The Next giveaway sale (but you have to ask questions)

Next announce better than expected results. Based on my experience, I wonder how, but they do make me smile.

I was given a jumper, from Next, as a Christmas present. Yesterday I went into Next in Reading to change it as it wasn’t quite right for me. I presented the jumper and the gift receipt and asked, “To what value of goods can I exchange this jumper?” The jumper ticket was scanned and I was told £14.

I then asked what the purchase price of the jumper was. The answer, elicited from the barcode on the gift receipt, was £28. So in fact, after asking, this was the value of goods I could exchange for. An interesting variation in value based on one question.

My selection was a shirt, in the sale at £8, and a scarf (not on a sale rail) ticketed at £20. The total was £28, so I was happy.

At the checkout, I was then asked how I wanted the balance. Apparently, the scarf was half price in the sale at only £10. I was duly issued with a £10 gift card as well. An extraordinary experience.

But well done Next on your unexpected sales success over Christmas. Read the BBC News: Festive joy for Next as sales rise.

Kevin Harrington Partner

Kevin Harrington is a Partner at Exit Factor UK, helping SME owners increase business value & build a rewarding, well-planned exit. Former CMO at BBC Worldwide.

See Full Bio

Marketing B2B Marketing Maximising Business Value Product Marketing