Bonluxe and Park'n Shop


Joint promotion, cross-over, partnership, whatever you call it is a serious matter like marriage. We just don't marry anyone who is willing to say yes. This is a strange marriage. Bonluxe, the shape-up lingerie, is being promoted at Park'n Shop where you can enjoy attractive price offers with enough stamps collected at Park'n Shop. Well, you would appreciate the thinking : Who are the frequent supermarket shoppers ? Middle-aged working/non-working housewives. As being middle-aged, they probably need this kind of shape-up lingerie to look good. Let's catch them where they shop ! The thinking is perfectly logical. But look, there is one important factor to consider : image fit. It's silly to promote expensive image-driven lingerie at a place where consumers buy their groceries.

Comments

Anonymous said…
I think ParknShop didn't take deep consideration if the joint promotion could create synergy or what. Bonluxe is expensive lingerie products in its category while targeting high spending women.

If Bonulex expected to create sales by drawing another segment customers in this joint prodmotion. I think it's quite impossible.
For those customers used to think Bonluxe is too expensive to buy. Even with the discount, it's still an expensive products for them, especially frequent shoppers in Parknshop are price conscious. It's really a weird joint promotion!
6:15 pm
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