چرا هرچه طرح تضمین ارزان‌ترین قیمت هایپراستار موفق‌تر باشد، بیش‌تر آسیب می‌بیند؟
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هایپراستار کمپینی با عنوان ((تضمین ارزان‌ترین قیمت)) آغاز نموده‌است. البته ادعای ارزان‌ترین همواره شعار اصلی هایپراستار بوده است ولی در این کمپین که جزییات آن را در جایی اعلام ننموده و مشتریان را برای آگاهی از آن به خود فروشگاه دعوت نموده است ادعا شده است که مصرف‌کننده با یافتن تخفیف کمتر در جای دیگر ده‌برابر مبلغ ریالی تفاوت این دو قیمت جایزه بگیرد.
البته تحقیقات میدانی واصله حاکی از آن است که برای مصرف‌کننده‌ای که از بخت خوشش موردی را یافته‌باشد نیز کار به این سادگی‌ها هم نیست. البته منصفانه هم که داوری کنیم برای این عرض و طول و این همه مراجعه‌کننده چاره‌ای هم جز این نیست. اگر مصرف‌کننده‌ای باشد که بتواند و حال و انرژی و زمان کافی برای این کار داشته باشد باید دستکم از هر دو فروشگاه فاکتور تهیه کند و با مقایسه دو فاکتور ادعای خود را اثبات و در مقابل وجه دریافت کند. با توجه به جنگ‌رقابتی که تنورش روز به روز داغ و داغ‌تر می‌شود تفاوت قیمتی حتی در کالای گرانی مثل پوشک را هم بعید است به هزارتومان بر‌ساند و از آنجا که فروش کارتنی در قریب به اتفاق فروشگاهها و از جمله این عرضه‌کننده ممنوع است، با یک حساب سرانگشتی به بیش از چندهزارتومان نمی‌رسیم و بعید است هیچ مصرف‌کننده‌ی خوش‌بینی را برای چند هزار تومان به تحمل این همه مشقت مجاب کند. این توضیحات نشان می‌دهد که کمپین از منظر محاسباتی و هزینه-فایده کاملا دقیق و درست و هوشمندانه است. اما مشاهدات و مستندات میدانی کسانی که به راستی‌آزمایی این طرح پرداخته‌اند حاکی از آن است که گیر و گورهای فرایندی در این طرح وجود دارد، برای نمونه در فاکتورهای این عرضه‌کننده رقم آخر بارکد حذف شده‌است و امکان مقایسه عملا وجود ندارد
در نگاه خوشبینانه ایراد فرایندی، مستعد سو‌برداشت و در نگاه مقابل می‌تواند یک تقلب تلقی‌‌شود که با شناختی که از برند کارفور داریم بسیار بعید می‌نماید. کسانی که کارهایی در مقیاس بسیار بزرگ کرده‌اند به تجربه دریافته‌اند که بر خلاف تصور گاهی بدیهی‌ترین چیزها مغفول می‌ماند اما این توضیح، این قصور در پیش‌بینی‌های چنین بدیهی از چهارمین فروشگاه زنجیره‌ای ایران را به هیچ‌روی پذیرفتنی و توجیه نمی‌کند و صد البته اینجاست که به خوبی فقدان مشابه موسسات مستقلی که در بیرون از مرزهای این جغرافیا به بررسی و تحلیل ادعاهای مارکتینگی می‌پردازند احساس می‌شود.
پیتر دراکر که از او به عنوان پدر علم مدیریت یاد می‌شود جمله‌ای دارد با این مفهوم که هیچ چیز تاسف‌بارتز از این نیست که یک کار اشتباه را به بهترین شکل ممکن انجام دهیم!
از این نکات که چشم‌پوشی شود پرسش فربه‌تری سربر‌می‌آورد که ماهیت کلی این کمپین را مورد انتقاد قرار می‌دهد.
در ادبیات خرده‌فروشی، فروشگاههای زنجیره‌ای بر اساس دلیل مراجعه مصرف‌کنندگان به گروه‌های مختلفی تقسیم می‌شوند که می‌توان دو گروه عمده فروشگاههای هایپری و تخفیف‌محور را به نیکی از هم بازشناخت. فروشگاههای نوع اول معمولا در متراژهای هزار تا چندهزار متری توسعه می‌یابند در حالی‌که گروه دوم که در سایزهای صد تا چندصد متری و به صورت محلی بهره‌برداری می‌شوند. این فضا طبیعتا ظرفیت و تعداد و تنوع اقلام و برندهای گروه کالایی هر یک از این دو گروه عمده را رقم می‌زند و تعداد اقلام در این دو نوع از فروشگاههای را بین هزار و دویست تا دوازده هزار قلم جابجا می‌کند. مراجعه‌کنندگان به گروه اول بیش‌تر با هدف تجربه جذاب مشاهده تنوع فراوان در یک محل به آن مراجعه می‌کنند و مراجعه‌کنندگان گروه دوم، آن را با هدف خریدهای اصلی و رفع مایحتاج روزمره و بهرمندی از تخفیفات خاص انتخاب می‌کنند. اگر بخواهیم بخش‌بندی مشتریان را از منظر درآمدی نیز به این تحلیل بیافزاییم به طور اکثری مراجعه به گروه اول مربوط به طبقه متوسط و فراتر است و مراجعه به گروه دوم شامل طبقه متوسط و فروتر می‌شود. معمولا مراجعه به فروشگاههای هایپری متضمن پیروی از سبک‌زندگی مدرن و تقلید زندگی طبقه مرفه‌تر است که کمتر محدودیتی را برای خود قائلند و مراجعه به فروشگاههای تخفیف‌محور از آنجا که انگیزه تخفیف را در خود مستور دارد با نوعی ملاحظه مالی همراه است و سبک‌زندگی اقتصادی یا دستکم محاسبه‌کردن را در خود دارد. با این توضیحات بازگردیم به تحلیل کمپین تضمین ارزان‌ترین در هایپراستار: همه آنهایی که تجربه خرید هایپری دارند اذعان دارند که ساعتی پس از بازگشت و یا حتی خیلی زودتر همان زمان دریافت فاکتور از خود می‌پرسند نباید اینقدر می‌شد!؟ دلیل روشن این خرید غیرمترقبه به ویژگیها و طراحی‌های دقیقی است که حتی قبل از ورود، از همان پله‌های برقی پارکینگ که مراجعه‌کنندگان را به محوطه اصلی می‌رساند آغاز می‌شود. آن رایحه دلچسب نان، گریبان ناخودآگاه مراجعه‌کنندگان را چنان می‌گیرند و با دهها روش دیگر چیدمان و قیمت‌گذاری و … آنها را چنان تهییج و تحریک می‌کند که گویا از این خرید احساسی و افسارگسیخته گریز و گزیری نیست و از آنجا که مراجعه به این قبیل فروشگاهها بیش‌تر در معیت خانواده رخ می‌دهد بر تجربه ریالی آن می‌افزاید. تحلیل رفتار مصرف‌کننده ایرانی بدون درنظر گرفتن نقش و سهم طبقه متوسط قطعا به خطا می‌رود و راهی به دهی نمی‌گشاید. این گروه به مانند سهم آنها از جامعه هدف هر دو گروه فروشگاه زنجیره‌ای، بزرگ و تعیین‌کننده است. گزارشات سرانه خرید از کاهش توان خرید مصرف‌کنندگان حکایت دارد. این می‌تواند به این معنا باشد که بخشی از همین طبقه بزرگ که با محدودیت‌های مالی مواجه شده‌اند برای پرهیز از تبعات مالی آن، تعمدا از مراجعه به این نوع فروشگاههای پرهیز می‌کنند. اگر این تحلیل درست باشد فروشگاههای هایپری و بتبع هایپراستار، با دو بخش از مراجعه‌کننده روبرو هستند: طبقه مرفهی که احتمالا تخفیفات برای آنها انگیزه مراجعه نیست و طبقه متوسطی که این تخفیفات نمی‌تواند دلیل پرهیز و ترس آنها از مراجعه را مرتفع نماید. حال سووال اینجاست که پس این ادعا قرار است کدام بخش از بازار را هدف بگیرد؟ با موفقیت بیش‌تر این کمپین یعنی معرفی هایپراستار به عنوان ارزان فروش‌ترین فروشگاه‌زنجیره‌ای آیا مزیت رقابتی که قرار است وجه تمایز فروشگاههای هایپری مانند هایپراستار با فروشگاههای تخفیف‌محور باشد از میان نمی‌رود؟ و هرچه این طرح موفق‌تر باشد این کمپین برای هایپراستار نقض غرض و بی‌هویتی به ارمغان نمی‌آورند؟
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