March 3, 2010
2009: A tough year for everyone.
2010: The outlook is rosier, but people are still a little wary. About job security. About the economy.
About spending their hard-earned money.
So how to make them feel a little better about spending?
Last year, Courts pledged a Price Promise that gave customers the lowest prices guaranteed. And by cutting frills and fat, promised them $10 million in savings, and actually delivered $38 million in discounts and savings.
So customers expected the same or more in 2010.
The Idea & Execution
On 2 January, Courts made a bold promise to Singapore.
The Courts Price Promise 2010: A guarantee of the lowest prices.
Achieved by constantly checking competitors’ prices. And beating them.
A dramatisation showcased by their Price Check Team, who carry out price checks on a daily basis.
Coupled with bulk buying, negotiations with suppliers, operating stores out of the high-rent city area, eliminating expensive lucky draws, and general cost cutting, customers will get better savings from Courts.
It’s a promise Courts take so seriously it put its CEO Terry O’Connor on a TV ad. He said what he
meant, and he meant what he said.
Very encouraging. Sales rose over 50% in the very first week of the launch campaign compared to
last year’s figures.
And if that’s anything to go by, the rest of the year should prove, well … , promising.