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Oddbins relaunches with customer recommended price campaign


By Ishbel Macleod, PR and social media consultant

October 19, 2011 | 2 min read

Oddbins is today relaunching, with an approach that will see customers decide the price of some of its wine range in its 37 stores.

From tomorrow until Sunday, customers will be able to blind-taste wines in-store and then provide a price that they would be happy to pay for that bottle. The bottles will then go on the shelf at the customer recommended price.

Ayo Akintola, the new managing director of Oddbins (pictured), said: “We’re taking the old cliché of ‘the customer is always right’ and actually demonstrating our belief that this is the case. The new Oddbins will put the consumer at the heart of everything we do, so it makes sense that we have a conversation about our pricing with our customers to explain our value based pricing model, while at the same time taking their opinions on board.

“For a long time the noise around wine has been about discounting and price cuts. It is time we have a mature conversation about price and what consitutes value.

“Oddbins has a proud history of innovating in the market place and this is just another example of that. No matter what the occasion, Oddbins is here to provide our customers with the perfect choice of great value wine.”

The new stores will aim to build on Oddbins’ heritage as an innovative and adventurous selector of wines.


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