House & Home (113)
Risk-free appliance purchase
“If the crisis takes your job, Tien21 will refund the purchase price of the acquired products”. This is the campaign message used by the electrical appliances and consumer electronics chain to attract consumers who are considering postponing big ticket item purchases and await better economic times.
The initiative is based on the purchase of an insurance policy in case of unemployment, temporary disability or hospitalization.
Why it matters
The financial crisis has made customers more prudent with their spending. Could this type of initiative increase sales by removing customer concern about being able to afford the product in uncertain economic times?
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