How to break the theft of brands?
And just recently an illustrative case occurred in one of the stores.
– Parajampers do you have? – From the threshold, the man asked so loudly and menacingly that the salespeople on the trading floor were a little alert. The man entered quickly approached, carrying a large package in his hands. Behind him ran the second, all red and muttering something.
– Of course have. What model are you interested in? The free seller asked.
– But such! “I’ve reported even more threateningly the one who entered and removed from the package … the jacket of our brand.”
Further events unfolded dramatically. One visitor without pauses mumbles: “I’m just a courier” and “Give me the money or the jacket, and I will go.” The second, like a matador on a bullfight, waved his jacket and growled: “Now we’ll check everything, and then decide where and with what you go!”.
It turned out that the “matador” had long dreamed of a jacket of this brand, studied a lot of information and, finally, decided to fulfill his dream. Yandex found everything, including an advertising offer in the first place with a very interesting discount.
Our hero, of course, was tempted by an advantageous offer. Especially on the site was a photo of the owner of the trademark in the same clothes. But at the last moment I was wary of the size of a 70% discount, I thought about it and decided to insure myself in a very original way. I appointed a courier to a meeting near one of our official seller’s stores.
When the courier arrived, the hero “matador”, under the pretext that he wanted to take a closer look at the product, quickly dived into the door of the store. The courier had no choice but to follow him. The main character has already rushed to the seller with a firm intention to confront the jackets and bring everyone out to sea. Even the unfortunate courier was very surprised to see how big the difference between a fake and the original is.
The buyer acted according to the authentication instructions from the site of our network, which he had memorized. Each discrepancy or oblique seam was accompanied by a jubilant “Aha!” And poked into the courier’s face. The victorious “aha” sounded exactly more than ten times, not counting a pair of very expressive “What the …?” In relation to a very strange fabric and an even stranger filler.
After completing a thorough check of the unfortunate man, the courier with his cheeks and ears, red with shame, received back his masterpiece of the Chinese light industry and hastily withdrew. And the hero “matador” became the happy owner of a real, original jacket with a good discount for a fighting character.
The owners of our network were not lazy and decided to “look in the eyes” suppliers of fakes. Arriving at the address indicated on the website, we walked for more than an hour through the office center and in all the rooms asked the store for alasas and down jackets. The inhabitants of the office center only shook their heads and said that they had already looked for these many times, but no one had found them.
Do I need to say that on the website of the seller of fakes there were no details of the legal entity, or at least the IP, or the contract-offer. Delivery terms included only courier delivery in Moscow or postal delivery to the regions. It is good that the buyer-hero of the story turned out to be so careful and decided to check the quality of what was offered to him.
The story does not end there. Regular customers have already received this story in the mailing list and in social networks along with the new instruction “How to recognize a site where you can run into a fake.” And then they began to write and call with gratitude for the instructions, and admit the loyalty of our network, because here there are always real things and high-quality.
Educate your customers, especially if your product is expensive. This is a long and hard work, but it is bearing fruit and creates additional value. After all, the consumer is now very picky and ready to give his money for what he is confident in and what he really needs.