Magazine article Marketing

Marketing Mole: We'll Call You - Boots

Magazine article Marketing

Marketing Mole: We'll Call You - Boots

Article excerpt

Moles are not renowned for their eyesight, so were our eyes deceiving us when we saw a Specsavers ad claiming that its eye-tests are cheaper than Boots'?

Boots: Hello. Can I help you?

Mktg: Yes I am enquiring about an ad I saw in the papers this week, about how Boots charges more for eye tests than they do at Specsavers Is that the case?

Boots: You are saying that we are more expensive?

Mktg: Well, that is what the press ad seems to be saying.

Boots: I can't comment on this as I have not seen the ad. Where did you say you saw it?

Mktg: It was in The Guardian newspaper on Monday.

Boots: Well, I am going to put you on hold and have a chat with my colleague to see what is the best advice we can give you. (Mktg is put on hold for about three minutes, before the call-handler returns.)

Hi there. I have spoken to my colleague and have some details. An eye-test at Specsavers costs pounds 20 - that is for a normal eye test.

Now, if you want one at Dollond & Aitchison, which Boots is aligned to, it will cost you pounds 28, but this includes taking a picture of your retina. …

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