Retailers in Australia, anticipating the launch of the PlayStation 3 and hoping to acquire pre-orders, resorted to very devious marketing maneuvers to hide the fact that no PS3 systems were presently in-store.
Masked behind accompanying cardboard cutouts of PS3 displays were Xbox 360 systems running games that were displayed on nearby monitors.
Implications - When items such as new technologies are released in stores, many retailers are bombarded by consumers who can't wait to get their hands on hot new items. Some people even camp outside of the store before it opens in the morning. Creating an air of anticipation is important if stores want to sell out of the incoming products. Excited consumers tend to make for very happy customers.
Trick Marketing Used By Retailers
PS3 Display Hides XBox Underneath
Trend Themes
1. Deceptive Marketing - Opportunity for retailers to use deceptive marketing tactics to create anticipation and drive sales for new products.
2. Product Substitution - Potential for retailers to strategically substitute or demonstrate alternative products to create interest and attract customers.
3. Elevated Consumer Expectations - Growing demand for retailers to create an atmosphere of anticipation and excitement to meet consumer expectations and drive sales.
Industry Implications
1. Retail - Retailers have the opportunity to leverage deceptive marketing strategies and product substitution techniques to enhance sales and consumer engagement.
2. Gaming - Gaming industry can explore innovative ways to capture consumer attention and generate interest in new products through creative marketing tactics.
3. Consumer Electronics - Consumer electronics retailers can use deceptive marketing techniques and product substitution to create anticipation and drive sales for new technology releases.