Retailer Hijacking

As the credit crunch continues we've been helping our clients with thinking about how brands should act in a recession. As well as work that has been around for a while, new thinking from Harvard Business School and Forrester (free but sign up needed) is proving useful.

But brands face an additional challenge from some retailers. Search for a favourite brand on the Grocery section of Tesco.com and they helpfully offer a link to "Cheaper Alternatives"

As well as this approach online, some of their recent advertising promotes new brands as alternatives.

This hijacking is probably a smart move from retailers using digital to enhance customer service though showing a wider range of options, but it's a further reason why brands that choose not to tell their story in the coming months are going to find it hard to regain those people who decide to opt for the cheaper alternative.

Comments

[Jules]

I agree that it is important that retailers leverage the digital experience whilst online. The advantage of the web is flexibility in availability of information, if we don't give people that then people won't come. At times like these, own brand hijacking as you describe is an excellent idea.