Peek & Cloppenburg, Baneasa Mall, Bucharest- NIGHT SALES, 11th January 2012

On 11th january after 10 PM, Peek & Cloppenburg from Baneasa Shopping Mall organized a night sales event. Some weeks before the event, they sent via post mail invitations to their loyal customers and based on the invitation ( and confirmation) the loyal customers had the access to this shopping session. Simple mechanisme, not so much communication, but a good  direct marketing.

I took this opportunity to go and to enjoy a night sales at Peek & Cloppenburg, but the effect was not the expected one.

It was impressive in the first minutes the queue in front of the store, but it disappear quickly. I didn't found appropriate the attitude of the staff of the store, they stoped for 2 minutes people to enter, but with a very unpolite attitude, like it was a discounter store, not a premium one. Also the guy who was stopping us, was not speaking Romanian which was not at all customer friendly.

I searched for interesting promotions, but only for office clothing were interesting prices, the rest were the normal promotions done by Peek & Cloppenburg.
 Esprit and Vero Moda were low in promotions comparing with last year spring promotions, also Tommy Hilfiger or S. Oliver. Tom Taylor had the same promotions as some months ago. So nothing really dedicated to this night sales. Maybe some reductions for Guess and Tommy Hilfiger Denim articles were appealing and could be considered a reason to buy something in this special session.

During the shopping, some promoters were offering water, juice and champagne and cheap chocolate bonbons, also a detail not so in favour for this store.

At the cash registers were queues very quickly, as general image that is giving the feeling that people is buying a lot and ...that the promotions are good. But in fact in Peek & Cloppenburg Baneasa they are queues at the cash register even in the normal period because of the low speed cash registers and the procedure who is taking a while.

Averall the event was moderate in terms of promotions and presentation. I appreciate the intention of this store to make such an exclussive event, but I cannot appreciate the event itself and also the communication of the event. I hope at least this is a start and the next events will be really impressive and they will pay the effort to remain in this store after 10 PM.

Baneasa Shopping Mall is preparing for 20 january a night shopping for the entire commercial area, starting with 6 PM until midnight and the "party" is continuing also for the 21 and 22 January.