Daily Dose of iQ: How to Compete with Amazon's Penny-Pincher Sale?

Nov 22, 2011 — Allan Pulga

Amazon.com announced a seemingly outrageous promotion yesterday: kicking off its Black Friday and Cyber Monday sales by putting nearly 100 high-end smartphones on sale for only a penny.

That's right. A penny.

The 97 phones on the "Penny-Pincher Sale" (see above photo, for the first four) typically go for about $250 to $300 on a two-year contract, so the savings for consumers are significant. This deal began at midnight PDT Nov. 21 and runs until 11:59 PDT Nov. 28. The company is also offering a $100 Amazon.com gift card to customers who activate the hotspot feature on eligible phones in the promo.

As Chloe Albanesius of PCMag.com reports, the phones are on Verizon, Sprint and AT&T and include such models as the Motorola Droid RAZR 4G (Verizon), the Samsung Galaxy S II (Sprint and AT&T), the Motorola Droid Bionic 4G (Verizon) and the HTC Rezound 4G (Verizon).

Selling more than a phone: Selling the store

Yesterday, we referenced J.C. Penney CEO and former Apple Retail VP Ron Johnson's ideas about the success of Apple Stores.

He reminds retailers that consumers are willing to pay a premium for a good experience.

So, regardless of your competitors' prices, you need to provide value to customers visiting your stores. "Reinvent the store to enrich customers' lives," he says.

What can independent wireless dealers do to compete with this type of underselling?

What are you doing in your stores to emphasize value, customer service and a better in-store experience? Please share your answers below.

I'd like to share your best practices to help other dealers across our network step up their game as well.

Topics: Wireless Trends, Mobile Industry, Customer Experience

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