The Good Guys has launched a brand campaign promising customers will still pay less, just not necessarily in cash.
The Good Guys’ new tag line ‘Pay Less, Pay Less’ replaces the line ‘Pay Less, Pay Cash,’ a nod to the declining number of cash transactions.
The appliance retailer said less than 15 per cent of its transactions are now made in cash and more than 60 per cent of instore customers research products and prices on The Good Guys’ website before buying, replacing haggling over price.
‘Pay Less, Pay Cash’ has been synonymous with the brand for more than 18 years, and chief marketing officer, Robert Ambler-Frazer, said that while the motto had been successful; the time has come for a new tag line that is relevant for today’s millennial consumer.
“Brands have to evolve in line with changing consumer needs and that is what we have done at The Good Guys,” said Ambler-Frazer. “The internet has changed how people shop so we have been thinking about how we could communicate a strong, value based promise to consumers who start the shopping journey online.”
The Good Guys wanted its brand promise to remain simple and true to what it has always been famous for, keeping price at the centre of its offering.
“We know that price is still the most critical customer consideration when shopping for electrical appliances, so our key message is that we are the cheapest in the market, before and after you buy. How better to convey this than to simply repeat what is most important to our customers – Pay Less,” Ambler-Frazer said.
The Good Guys will also payback 120 per cent of the difference if customers find a lower price as part of their 30-day price guarantee.
“We are serious about our customers feeling confident when they shop with us and want them to know that we are dedicated to honouring our price guarantee. To date our 30 day price guarantee paybacks have ranged from as little as five dollars to as much as $1,171,” said Ambler-Frazer.
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