On a warm day early in September I was walking my dog and I saw a delivery truck for Safeway grocery delivery. It caught my eye because I use the app Instacart for grocery deliveries. The truck said in big bold letters, “Free Delivery.” It said in small letters underneath, “for your first order.”
At first glance it looks like a fantastic deal, and most of us on the road can’t get close enough to a truck to read the fine print. That being said, it’s a trick. And the marketer at Safeway who came up with the writing knows this. But it’s dishonest, and it doesn’t phase us because we are used to fine-print. For a long time marketers have been liars, and we’ve accepted that because we don’t have other choices. But today customers have more choices than ever, and customers choose to do business with companies that are honest, even transparent. We’ll pay more to do business with companies who refrain from gotcha-marketing. No one likes to feel like they’ve been made–whether that’s not being upfront about the actual downside of the offer, offering sponsored social media posts that don’t deliver any value or other ways companies trick customers.

from Forbes – Tech http://ift.tt/1jyd0eI
via IFTTT