Like bait in a trap, doorbusters are designed to get you to
bite (buy)—and the retailer knows that it likely won’t be the doorbuster you
There is no arguing that doorbusters are extraordinary
deals! Dictionary.com describes “extraordinary” as something that is beyond
regular, normal, or ordinary. That definitely describes doorbuster products
because their prices are far, far beyond what is normal!
Doorbusters are sacrifice items, always in very limited
quantities, used to get customers in the store. Retailers are willing to
sacrifice doorbusters because they know that a few doorbusters will attract a
lot of customers. They also know that the doorbusters will be gone in a flash,
leaving the remaining customers to fall prey to the illusion of store-wide
savings the doorbusters are designed to create.
It comes down to this: doorbusters are loss-leaders
(products sold at a loss to attract customers) in order to present the
perception of store-wide savings where little, if any, savings exist beyond the
If you succumb to a carefully crafted illusion of store-wide
savings the use of doorbusters helps portray, and pay too much for another item
you thought was also on sale, a “Doorbuster” can indeed become your “Budget
There is no need for Speedy Furniture to create an illusion
of savings because the savings are real! Speedy Furniture offers sale-beating
prices on every item, every day—GUARANTEED! We will even beat a local
competitor’s doorbuster price on an identical item!
You never have to worry about paying too much at a Speedy
Furniture store! We’re not “Budget Busters”, we’re “Budget Boosters!”
For those of you that aren’t fishermen–chum is bait!
When deep sea fishing, chum thrown into the water quickly draws fish eager to feed–especially predators like sharks! Throw it in the water–even with no fish in sight–and, literally within seconds, it’s being swarmed upon. Why so fast? Because it’s their nature–it’s about survival.
So why would I ask you if you’ve ever felt like chum?
Well, let me put my question another way: Have you ever walked into a furniture store and almost immediately felt like chum? Almost out of nowhere a salesperson appears and starts “picking away” at you, their new-found “bait”!
Shopping most furniture stores is different from shopping other types of retail stores. Unlike most retail stores where you walk in and just start shopping, seeking help only when you need it or are asked occasionally by a passing employee if you need help, walking into most furniture stores draws a salesperson directly to you almost instantly!
Why so fast? Because it is about survival! You’d think it would be about you–helping you find what you want–but it’s not. It’s about the survival of the store and the sales associate waiting on you! It’s sad to say but the vast majority of the time your needs are a distant third. Let me explain…
Did you ever stop to think exactly what you’re paying for when you purchase a living room, bedroom, or dining group–or any piece of furniture for that matter? Most people don’t stop to consider that there’s a lot built into the retail price of a piece of furniture–whether on sale or not–beyond the actual cost of manufacturing the furniture itself and the profit the retailer gets.
Production costs are just the starting point on which a host of other ancillary expenses are piled before the retailer can factor in their profit margin and determine the price they need to charge–or said another way, the price you’ll need to pay!
Once furniture is produced, it’s shipped from the factory to a furniture store or to a distribution warehouse where it awaits delivery to a retail store. Generally speaking, shipping costs add about 15% to 20% to the cost of the merchandise the retailer pays.
Manufacturing and shipping costs are unavoidable and represent the true cost of the merchandise. But there are a lot of other expenses factored into the ultimate retail price of furniture. Those added expenses are best classified as the “cost-of-doing-business”, and they are many for a traditional furniture retailer–especially for the “big guys”! They are the expenses the retailer must recoup before they can make a profit. In other words, costs/expenses that are built into the price you pay whether the item you purchase is “on sale” or not!
Has your life changed since the economic upheaval was suddenly thrust upon us in 2008? Very few people and very few businesses escaped unscathed the sweeping changes it ushered in almost overnight! It’s quite an understatement to say that we live in a different world today than we did prior to September 2008!
Much has changed, and much that “worked” before that fateful time doesn’t work today. Case in point: Twenty-two of the nation’s top 100 furniture stores in 2005 have since disappeared!
Why? Because the decades of strong economic conditions that helped them grow into a Top 100 Furniture Retailer evaporated suddenly, leaving them with huge unsustainable overhead in the new, much weakened economy.
Big is great when things are going well. But big homes, big (expensive) cars, and big stores can quickly become burdensome when things suddenly go sour! Recent history has proved that to be true. It could be argued that bigger wasn’t even better during boom times; but in today’s economy especially, bigger can be lethal to a business unprepared!