Missing A HUGE Selling Opportunity

Yesterday I got my second COVID vaccination. As I lie here recuperating, I’m stunned by what I’ve just experienced.

I won’t belabor my sore arm, nor the angst and loss of the past year. However, this IS a marketing column, so let’s consider the scenario.

CVS, Rite-Aid, and others have been distributing the vaccines. People have been clamoring to get appointments, sometimes traveling many miles from home for the opportunity.

To help control traffic, recipients are told to arrive for their shot within a specific timeframe. They typically arrive early, killing time wandering around the store. As their designated appointment draws closer, they wait in a particular area for up to 60 minutes.

This all makes sense. Patients are anxious, and stores are struggling to keep things moving smoothly.

Over the weeks I’ve visited numerous such locations, taking my parents or myself for shots or running in to buy something. Things are improving, with lines getting shorter.

Yet I’m amazed not one retailer I’ve visited took advantage of the opportunity that’s been handed to them.

Yup…nobody’s doing a COVID-related promotion.

It’s not due to any one company’s policy, nor are there any apparent rules preventing COVID sales promotions. Perhaps they all think it’s in poor taste, but I disagree.

Now I’m not suggesting they make use of the mailing list being collected to remind folks to come for their second shot. There are undoubtedly HIPAA regulations preventing that sort of thing, anyway.

But why isn’t there the slightest effort to lure me to buy something extra?

True, you’ll see the usual “Buy one, get one” promotions. Big deal. But with all those new customers on site, it might be wise to promote targeted items.

A bin by the waiting area saying “Treat yourself right today with chocolate” would probably catch lots of attention. A product display observing it’s okay to drink wine after you get your shot is sure to increase sales.

And I’m betting these retailers could’ve been selling more senior-related products for weeks.

Vaccine distribution points have begun increasing, and the window for this marketing opportunity is quickly closing. Krispy Kreme and Staples have started “Show us your vaccination card and get…” promotions, and others can be expected to follow soon.

With that said, I wish you a week of profitable marketing.

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