The Wordsmythe's Weblog…

…On Words, Love and Life

What’s the deal with…DFS?

For as long as I’ve lived in the UK (14 going on 15 years), DFS, the furniture store, has had a sale all year round! When I first started to see the adverts on TV, the slogan was “Everything must go!” At which point I assumed the store was closing down for good.

However, over the years, rather than closing down they seem to have waxed stronger and have a sale for every season of the year. There have since been a string of television and radio adverts with catchy tag lines. They include;

  • Think Sofas, think DFS
  • Double savings in the summer sale ending this Sunday (usually at 5pm)
  • Buy now, pay later
  • Buy now, pay nothing for the first year
  • Four years free credit
  • Four years free credit and pay nothing for the first year

This list is by no means exhaustive as there has been so many of them, I couldn’t keep count. The fact that I even remember these is bad for my street cred!

Their latest offering is “£400 off every sofa in the 2011 collection”.

If your mind works like does, you’ve most probably wondered the same things I have;

  • Why do they always have a sale which ends soon but no sooner than it ends, another starts?
  • How does DFS make any money if they always have a sale on?
  • Isn’t the ‘sale’ just a gimmick to attract customers?
  • The sofas must be overpriced in the first place, that’s why they advertised prices as reduced!

In my opinion, having constant sales is a marketing ploy to draw in unsuspecting and guileless customers to buy furniture which was originally overpriced at seemingly bargain prices. Unfortunately it would appear it works as they are still in business. As a matter of fact, it has worked so well that Lord Kirkham, the founder of DFS, was made £300m richer when he sold the company earlier this year.

Now I can’t speak for the quality of their products as I have never purchased any but I do wish they would stop harassing TV viewers and radio listeners with their never-ending sale adverts and alliterative tag-lines.

But I bet you the owners of the newly acquired business are thinking “If it ain’t broke, don’t fix it; If it worked for Lord Kirkham for 41 years, it’ll probably work for us”.

Unfortunately, we, tormented and traumatised souls, just have to watch this space to see if anything changes. Until then, we’ll live in hope.

Tara for now.

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2 thoughts on “What’s the deal with…DFS?

  1. CHICHI on said:

    Considering that I work as an operations manager for a well known Furniture/Interior Design company, I wish to add that the constant sales promotions run by DSF is an obvious marketing strategy..advertising is definitely the key to attract customers to a any business otherwise how would we know of your existence..it is indeed how to play the game which is obviously working for them, as you even remember their slogans and…it’s not impossible the EVERYTHING MUST GO CAMPAIGN might have been because the store was going through changes or indeed maybe going out of business at the time..obviously, they got your attention and that of others thus the reason the store is expanding….maybe you need to go into the store to see for yourself if this is worth it after all..for all you know, you might find something for your home..always remember that in retail there’s usually a high mark up on the products which allows the on and off promotional campaigns…hope this helps…

  2. Thanks for the insight, Chichi. I guess they are doing something right however the adverts are still quite annoying.

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