Consumers are too savvy and have access to too much information today.

1. Consumers Are
Too Savvy to be
Tricked
Dr. Augustine Fou
http://www.linkedin.com/in/augustinefou
January 31, 2013.
January 31, 2013 1

2. Jos A. Bank is “flailing”
"Historically, we have had
strength with these types of
items, but our customers …
didn't respond as well to our
promotional offers as they had
in the past," the company
said.
Source: http://www.businessinsider.com/jos-a-bank-
revealed-its-worst-nightmare-2013-1#ixzz2JTxGlqlc
January 28, 2013
They are referring to the higher-marked up suits (e.g.
$1,500) and then the “Buy 1, get 2 Free” offers.
January 31, 2013 2

3. Corroborating Data
Search volume on
Jos. A Bank
Stock price
performance of
(NASDAQ:JOSB)
January 31, 2013 3

4. Groupon (citing MSRP)
Even at 51% off (from MSRP), the Groupon deal is still
more expensive than “street price” on Google Shopping
January 31, 2013 4

5. So What?
“Given that users have constant and instant
access to information, it is getting harder
and harder for advertisers to trick them into
buying something.”
- Dr. Augustine Fou
January 31, 2013 5

6. Dr. Augustine Fou – Chief Digital Strategist
“I help clients leverage digital
tools and techniques to create
sustainable competitive advantage
to replace unsustainable marketing
gimmicks and tricks.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
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@acfou Augustine Fou