The game of shopping
Ms. Fobes, who lives in Raymore, Mo., plans meals around discounts offered at the grocery store and always checks coupon apps on her cellphone before buying clothes. When, a little over a year ago, J. C. Penney stopped promoting sales and offering coupons and instead made a big deal about its “everyday” low prices, Ms. Fobes stopped shopping there. It wasn’t that she thought the prices were bad, she said. She just wasn’t having any fun.
“It may be a decent deal to buy that item for $5,” said Ms. Fobes, who runs Penny Pinchin’ Mom, a blog about couponing strategies. “But for someone like me, who’s always looking for a sale or a coupon — seeing that something is marked down 20 percent off, then being able to hand over the coupon to save, it just entices me,” she said. “It’s a rush.”
That’s from an article in the NY Times about J.C. Penney’s recent overhaul by Ron Johnson, who sought to apply his Apple Store experience to the mid-range department chain. Being the sort of person who a) doesn’t like to shop, and b) doesn’t want any nonsense when I do need to shop, I don’t often think about shopping as a game. But it clearly is a game for some. As we don’t spend so much time on the savana anymore, the hunting of bargains and the gathering of sale items is about as primal as we get these days, aside from Halo and Call of Duty. But not every shopping experience is the same type of game. And maybe that’s where Johnson slipped up. The Apple Store game is more aspirational: buying the best products for reasonable prices and feeling part of a place & company that’s so minimalist, simple, smart, and cool. Maybe Penneys shoppers didn’t want to play that game…not at Penneys anyway.
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