Dear media buyer: the returned parcel belongs in your report
Dear media buyer,
Independent thought. In print.
A Quiet Bid
Occasional notes on clear decisions in retail advertising.
Words by Charlotte King
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4 storiesThe latest edition
Congratulations on the sale. Shame about the return.
A beautiful order report can become rather less beautiful when the box comes back. I want the conversation to include that second doorbell.
The sale ends tonight, and apparently so does civilisation
Last-day offers bring a particular kind of shopper. Panic copy and a vague deadline can turn an ordinary discount into a deeply irritating experience.
Everyone wants the blue one. We have every colour except blue.
A cheerful conversion rate for a product page can hide the simple fact that shoppers are arriving for a variant you can't currently sell.
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