December 19, 2010 at 18:37Discount services. Why are you sick of discounts of 50% or more?
Inspired by the fresh favorite topicsthe next coupon service. The low entry threshold and the relative simplicity of this business have led to a lot of questionable quality of discount services, coupons and group purchases. A promise captivates with novelty - get expensive cheap. Discounters assure us that this effect is achieved through advertising and wholesale components - supposedly companies receive new customers and are ready to pay for this with a discount, or due to a group wholesale order, the goods are cheaper. Let me assume that in 90% of cases this is not so. Discounts are offered on goods with initially very high wraps and goods that are reluctantly dismantled without a discount. Simply put, firms merge hard-selling and unjustifiably expensive products for a fraction of the price, using the effect of an anchor from psychology, or simply a person’s craving for a freebie.
Fortunately or unfortunately, but it works and both sides are often satisfied. But I’ll try to identify the pitfalls under the cut ...
1. Goods - a cat in a bag. The rules are dictated by the seller. The cost of a customer’s drive in such systems is comparable to other advertising channels, so don’t really expect to receive a fundamentally better offer, a smart seller will not go minus or zero for such advertising (why - I will tell below). The seller will provide the best price for his most unprofitable offer. Those. sellers with the greatest zeal will provide goods and services with the greatest margins and with the least demand. In 90% of cases, you either buy a highly overvalued product or a stale one. This must be realized.
2. In 90% of the offers, the indicated original price does not correspond to the market price. Those. the price is artificially inflated, the corresponding high discount is attributed to it and the selling price is obtained. Many buyers do not realize the final identity of the expressions “Frying pan for $ 50” and “Frying pan for $ 100, but we have for $ 50” and do not compare prices in a market where a similar frying pan can cost half as much without any stock. Always look at the final offer.
3. In most cases, the buyer, driven by a thirst for a freebie, buys goods or services that he does not need. In this way, instead of refusing to buy at all and guaranteed 100% savings, they are spent on an imaginary saving of 50%. Some buyers do not use the received coupon at all, especially if the price is not high since they can’t adapt to the conditions of use or simply laziness or at the right time do not have a coupon at hand, etc. etc. Before buying, think about whether you need a product, regardless of the current mega-action.
4. In addition to the effect of the anchor, which forces us to evaluate the product at the named price, there is also a direct correlation between the perceived pleasure of the purchase and its price. Those. going to a restaurant is less fun if you get half the price. An evening dress is less comfortable to wear if you know that it costs not a thousand dollars, but only a hundred. Also, the moment of deliberate overpayment brings an additional buzz - someone likes to buy something that he usually (regularly) cannot afford, for someone the price is directly associated with quality, etc. etc. In general, a discount falling from the sky on some services can be discomfort.
5. Although the percentage of arrogant couponers who squeeze all the juice out of the stock is quite small, in general, audience loyalty tends to zero. Those. a restaurant that places a discount on discount sites can usually not count on the return of customers after the promotion. Because tomorrow there will be another coupon and the client will go to another restaurant, respectively, the price of attracting the client must be repaid once, which forces the seller to invent all sorts of tricks to increase the check.
6. If you buy a discount on a fixed amount, do not be fooled by its percentage indication. Promotion pay 500 rubles, get a discount of 1000 rubles is effectively a discount of 500 rubles, do not operate on a discount of 50%. With a probability of 99%, your final account will either be less than a fixed amount and you will lose part of the discount, or the check will be higher, and due to the surcharge, the effective discount will be less. When choosing, do not get fooled by the indication of discounts and co - evaluate only the final price and market price of the service.
In general, just do not forget that the interests of the seller and the buyer are diametrically opposed, and only by a miracle this business keeps the win-win mutual benefit course. Before buying, do not think how to not miss your own, it is better to think how not to give away too much, then you will not lose.
PS By no means do I agitate to burn coupons and glamorize discount sites, and I myself am thrilled with lucrative offers. I just want buyers to adequately evaluate the offer, and sellers do not abuse the confidence of buyers.
PS2. Actually, what about a startup blog? Dear startupers, finish already launching crappy group clones - this is a wonderful and useful niche in which there is room and money for real wine-wine, finally find your chips and zest, bring something new and useful to this business. And then multiply only due to the breadth of the market - well, not tired ?!
Fortunately or unfortunately, but it works and both sides are often satisfied. But I’ll try to identify the pitfalls under the cut ...
1. Goods - a cat in a bag. The rules are dictated by the seller. The cost of a customer’s drive in such systems is comparable to other advertising channels, so don’t really expect to receive a fundamentally better offer, a smart seller will not go minus or zero for such advertising (why - I will tell below). The seller will provide the best price for his most unprofitable offer. Those. sellers with the greatest zeal will provide goods and services with the greatest margins and with the least demand. In 90% of cases, you either buy a highly overvalued product or a stale one. This must be realized.
2. In 90% of the offers, the indicated original price does not correspond to the market price. Those. the price is artificially inflated, the corresponding high discount is attributed to it and the selling price is obtained. Many buyers do not realize the final identity of the expressions “Frying pan for $ 50” and “Frying pan for $ 100, but we have for $ 50” and do not compare prices in a market where a similar frying pan can cost half as much without any stock. Always look at the final offer.
3. In most cases, the buyer, driven by a thirst for a freebie, buys goods or services that he does not need. In this way, instead of refusing to buy at all and guaranteed 100% savings, they are spent on an imaginary saving of 50%. Some buyers do not use the received coupon at all, especially if the price is not high since they can’t adapt to the conditions of use or simply laziness or at the right time do not have a coupon at hand, etc. etc. Before buying, think about whether you need a product, regardless of the current mega-action.
4. In addition to the effect of the anchor, which forces us to evaluate the product at the named price, there is also a direct correlation between the perceived pleasure of the purchase and its price. Those. going to a restaurant is less fun if you get half the price. An evening dress is less comfortable to wear if you know that it costs not a thousand dollars, but only a hundred. Also, the moment of deliberate overpayment brings an additional buzz - someone likes to buy something that he usually (regularly) cannot afford, for someone the price is directly associated with quality, etc. etc. In general, a discount falling from the sky on some services can be discomfort.
5. Although the percentage of arrogant couponers who squeeze all the juice out of the stock is quite small, in general, audience loyalty tends to zero. Those. a restaurant that places a discount on discount sites can usually not count on the return of customers after the promotion. Because tomorrow there will be another coupon and the client will go to another restaurant, respectively, the price of attracting the client must be repaid once, which forces the seller to invent all sorts of tricks to increase the check.
6. If you buy a discount on a fixed amount, do not be fooled by its percentage indication. Promotion pay 500 rubles, get a discount of 1000 rubles is effectively a discount of 500 rubles, do not operate on a discount of 50%. With a probability of 99%, your final account will either be less than a fixed amount and you will lose part of the discount, or the check will be higher, and due to the surcharge, the effective discount will be less. When choosing, do not get fooled by the indication of discounts and co - evaluate only the final price and market price of the service.
In general, just do not forget that the interests of the seller and the buyer are diametrically opposed, and only by a miracle this business keeps the win-win mutual benefit course. Before buying, do not think how to not miss your own, it is better to think how not to give away too much, then you will not lose.
PS By no means do I agitate to burn coupons and glamorize discount sites, and I myself am thrilled with lucrative offers. I just want buyers to adequately evaluate the offer, and sellers do not abuse the confidence of buyers.
PS2. Actually, what about a startup blog? Dear startupers, finish already launching crappy group clones - this is a wonderful and useful niche in which there is room and money for real wine-wine, finally find your chips and zest, bring something new and useful to this business. And then multiply only due to the breadth of the market - well, not tired ?!