
Okay, let me begin this post by stating unequivocally that I do not consider myself girly. There’s nothing wrong with being girly… I’m just not. I don’t wear makeup or watch chick flicks or anything like that, but I will admit that my one girly indulgence is fruity lotion. Yup. I like fruity lotion. And my dealer of choice for that particular addiction is Bath & Body Works. I buy my stuff there, I buy gifts there, I recommend them… I would say that I have been a pretty loyal BBW customer.
But my loyalty is waning.
I’ve been running low on my favorite fruity lotion (Pure Silk – Sun-Ripened Raspberry), so I went this weekend to restock… only to find that this product has been discontinued. (This also happened with my previous favorite: Pure Silk – Country Apple, which led to the switch to Raspberry). This time it had been discontinued to make way for a new scent (which kinda smelled like feet, if you ask me). AND… they’re in the process of phasing out most of their original fruity products in favor of new fancier blends. And when I asked, they explained that they discontinue the old products to encourage people to purchase the new ones.
Hold on a second.
You’re discontinuing the products that made me love you in the first place and forcing me to switch over to something you think I should like better? A fun case of Seller-Knows-Best. Don’t you think that perhaps a better way to build stronger customer loyalty AND expand purchasing behavior would be to continue to allow me to purchase the products I love, and enter into the conversation with me about the new products? Give me the choice to try a new scent or a new product line, and I’m more likely to go along with you. Don’t force it. Because, the fact is, if you force me to make a choice… the choice I end up making might not be the one you hoped.