I happened to catch and ad on television last night, during or between football games. It was for one of the big discount department stores. A mega-store. You know the one... (but I don't mention it here because we don't need a discussion about what it's doing to the mom and pop stores in your local town).
Anyway, the ad centered around the theme ... "We're opening more check-out lanes for the holiday season!" And then it struck me...what does that mean , exactly? It's not as though they are remodeling to add more lanes into the store. No. It means that they have a great many lanes that are unused most of the year.
I've been to our local store. Not much ... I use it as last resort when I'm looking for something ... but it has always struck me how few check-out lanes are available at any one time. Two, maybe three cashiers, and usually with a line of shoppers waiting to check out. Even the self-check-out lanes aren't all open at one time.
And obviously the big brass at corporate headquarters are aware of this, or why would they even be advertising that they'll have more lanes open for the holiday season?
It strikes me as a very odd angle to attract shoppers. What do you think?