Huh of the day--Hyperdrug

It’s been a while since an email really made me think “Huh?”.

If you thought that a stationery supplies merchant stocking Christmas gifts was unusual, a pet pharmacy selling festive items would be even more out of the ordinary.

A couple of days ago I received an email entitled Gifts and Treats For Christmas from‏ Hyperdrug. Hyperdrug is known as an “Equine Pharmacy, Pigeon Pharmacy and Canine Chemists” so before opening it I expected some pet-related gifts—treats for the dog, a scratching post for the cat, a winter rug for the horse maybe. Instead I was presented with a car cover, a deluxe heated airer, and binoculars among other what seemed to me as randomly selected items. The only thing animal-related was a heated dog bed.

A visit to Hyperdrug’s website only adds to the Huh? factor—“Electrical gifts for all the family” declared a banner. True, alongside its animal pharmacy Hyperdrug also stocks medicine for humans, but it wouldn’t be the first place I’d think of if in the market for a new hairdryer. Personally, I would have liked to see more animal-related gifts and items that that are not so commonly found in high-street chemists. Hyperdrug had the right idea with the dog bed, shame it didn't carry it through.

I also feel that Hyperdrug should have crafted its email a little more carefully to avoid flummaxing recipients . Instead of hitting inboxes with a vague “here are our offers” message, it should have gone in with something more like “did you know Hyperdrug also sells Christmas gifts? You can find them in a special section on the website, along with all your family’s healthcare needs”. As the adage goes, you need to sell the sizzle, not the steak. With so many others competing in the gifts market, why should I choose Hyperdrug?