My partner is inordinately fond of a shop in the Kings Road called Kiehl’s which sells (in my view) absurdly overpriced unguents and lotions to al, the rich women in that part of London.
The first time she went there she was highly impressed with the very personal service – all the assistants are very helpful and give her lots of samples (which she then loses). If you know anything about the astounding margins in that kind of business you know they can afford to give away truckloads of their gloop, but they don’t stop there. They write handwritten messages to you. Very personal.
All marketing, as far as possible, should replicate good salesmanship like that. So why, oh why, do they send out dire stuff like the letter below?
December 2009
Dear Valued Patron
It is with great pleasure and excitement that we extend this invitation for you and a guest to join us during our Holiday Shopping Evenings.
The event will be held over two days, Monday the 7th December and Tuesday 15th December 2009 between 4pm -8pm at:
Kiehl’s Since 1851, 186a Kings Road, London SW3 5XP
As a token of our appreciation for your continued patronage and support of Kiehl’s, we are delighted to provide a 20% discount on all purchases* <#_ftn1> made on the evenings.
During your visit we would be most honoured to introduce you to our bespoke gifting service, and help you create personalised, memorable gifts for your friends, family, and loved ones.
We thank you once more for your patronage throughout the year, and look forward to continuing to serve you in the future. In the meantime, we send greetings and best wishes for a joyous and peaceful holiday season from everyone at Kiehl’s Kings Road.
KIEHL’S SINCE 1851, 186A Kings Road, London SW3 5XP, Tel : 020 7751 5950, Fax 020 7352 4349, E-mail : kiehls.kingsroad@uk.loreal.com
* <#_ftnref1> This invitation is non-transferable
This message and any attachments are confidential and intended solely for the addressees. If you receive this message in error, please delete it and immediately notify the sender. If the reader of this message is not the intended recipient, you are hereby notified that any unauthorized use, copying or dissemination is prohibited. E-mails are susceptible to alteration. Neither LOREAL nor any of its subsidiaries or affiliates shall be liable for the message if altered, changed or falsified.
L’Oreal (U.K.) Limited registered in England and Wales under number 271555 with its registered office at 255 Hammersmith Road London W6 8AZ
—— End of Forwarded Message
