With the holiday season approaching I thought it would make sense to promote the spirit of giving, even though giving is not something that is usually associated with purchasing in a positive way.
I recently went to market to acquire a new shirt. A seemingly simple purchase – but also one where personal preference and quality (TCO) plays a big role (not unlike buying a pair of shoes). With a professional background in purchasing I consider myself a rational agent and based on previous experience I had the specifications ready:
- 100% Cotton, 2-ply
- Business-friendly color (no extremes)
- Figure sewn
- Straight collar (suits the four-in-hand knot best)
- French cuffs
Prior to the industrial revolution the choice of supplier would have been reasonably simple: The local tailor. In the 21st century however, its a completely different market. Of course there is still the possibility of approaching the (perhaps now only somewhat local) tailor – but with a self-imposed spending limit of around 50 euro that is not really an option.
Although not contractually bound I do have a list of preferred local suppliers so I started my search there. This was perhaps the first non-rational (albeit comfortable) choice as a more thorough analysis might have shown that e.g. quite a few excellent online suppliers exist.
Reasonably well-prepared though, I now faced the oldest enemy of purchasing: The sales person. Retail is usually a fixed-price environment but that advantage is quickly lost to accessory bundling, volume aggregation offerings and specification obfuscation or override (I was on my own – if you bring your special someone you can add buying authority bypass to the list).
The purchase itself went rather smooth actually – an inexperienced sales person was no match for my mitigation by budget strategy. However, while closing the deal I was caught off guard by what I now realize was the equivalent of the ‘candy near the counter’ technique – A stand with Red Cross logo-shaped cuff links and the slogan: Give a little bit. Non-rational choice #2 but it felt great.
I got my shirt and I gave a little bit to a good cause in the process. The cuff links are surprisingly good as well – It is not Sterling silver but they are functional and anything else really does not matter or change the statement wearing them makes. I think it is a well-executed campaign (a brooch alternative exist for women) – priced at around 5 euro it is also an offer that is very hard to refuse:

Red Cross - Give a Little Bit Campaign
So, with the holiday season closing in – move focus from the current recession for a bit and consider replacing (or re-instating?) your holiday presents for employees, clients or key suppliers with charity donations. Most charities will help you make a statement as well, by providing gift cards that describe the charity or cause you can distribute in a holiday season equivalent of ‘Going Green’ – let us call it ‘‘Going Red’.
To help promote the Going Red initiative I will pick the 3 best comments with suggestions for similar initiatives or references to this post on other blogs and send the author a pair of above mentioned cuff links (or brooch, your choice). I will announce the winners here in an update within a few days.