Have you found yourself feeling swindled by the cashier while shopping? You clearly misread the price tag and the 2000 word explanation for the sale price. The idea of reloading a cart full of groceries and dragging cranky kids back to the wine isle makes you want to drink the entire thing. Is this you? “You got me this time!” you tell the cashier as you pay full price, which you never would have intentionally. Recently I took a trip to the store to purchase a bottle of wine. As I was paying, the cashier asked me if I understood the pricing. The sale price of $7.99 was listed twice the size and brighter than the disclaimer. The bottle is $11.99 unless you purchase 4 or more bottles. I was caught off guard and aggravated. I had, in the past been angry by misreading this exact sale. This time, I knew what to expect. I learned the hard way. Did she remember me? Had I made a scene? She told me a lot of people have been angry at this particular selling tactic. She was trying to prevent trouble by presenting clarity. Is this an intentional strategy? Why risk angering customers?
Whether you own a store, write a blog, or work for a big company, make your customers your biggest fans. Giving them a positive experience and making them feel important, builds trust. The grocery store lost on a fleeting moment of customer engagement. If we are talking about effectiveness, a pricing strategy that “steals” an opportunity to make a fan out of customers is the wrong strategy and costs more than money. Pricing strategies work and are appreciated by customers when they are simple and reward the right behavior. I have an unhealthy and deep rooted affinity toward Frozen Yogurt. I love getting my 10th frozen Pinkberry on the house. Be mindful of the consequences of your intentions. Are you making fans or frustrating your customers?
What 1 thing will you do today to turn your customers into raving fans?