Originally Posted by Bodgy
I would personally never do it, it;s dishonest and pretty lowlife. It hurts the rest of us.
Stuart, what you said is undoubtedly correct, however here we move from ethics to business.
The innovative 30 day return policy may well have cost GMS 100s of K, however it was a marketing strategy to instill customer confidence when the brand was still young and had a poor reputation. So it may have cost a bit to honour, but I'd be certain it worked out beautifully for GMC. Costly but effective.
A different set of market conditiions now prevail. The brand is established, its channels mature and the product reputation has greatly improved. I think they are seen as the best of the 'badge engineers'. The accquisition of Triton was brilliant and probably cost bugger all. This would have helped in their positioning.
So, the strategy worked, is now redundant, cost a lot, so is being discontinued.