Saturday, December 29, 2007
Who the Hell is Clive Peeters?
The question on all Sydneysiders lips (well, mine anyway) is who the hell is Clive Peeters and why does he have two e's?
I know full well who Clive Peeters is. I grew up in Melbourne and the family often ventured out to the Ringwood store to check out all the latest electrical items like Beta video recorders and jaffle irons. From memory that's where dad bought his two tier organ from as well.
Now, all these years later, Clive has entered the Sydney market and opened 5 stores. It's a tough market to crack - Harvey Norman and Bing Lee are very established players.
So what's Clive Peeter's point of difference? From the advertising I've seen it's the tagline "So easy". Well OK Clive, it might be easy if I lived next to your Auburn store, but that's a long way away. What else is so easy about it??
Apart from the fact that you have two e's, there's not a whole lot of difference going on. So I guess it all comes down to price, and that's not a great market entry strategy.
The best retailer who's established a point of difference has been Bunnings - Lowest Prices are Just the Begining - selling the message through their passionate staff. Enthusiasts for the home selling stuff to fellow enthusiasts. Plus they won't be beaten on price. Great strategy.
So it will be a diificult riide for Clive. Then again, Bing Lee has done pretty well using ad music sung to the tune of Monty Python's "I Like Chinese" so anything is possible I guess.
Posted by Vando at 7:29 PM