86% will pay more for a better experience

QUESTION – how do I maximise the average sale per customer?THOUGHT – think strategically about the customer experienceThere are always questions supported by doubt, when ever a study finds that people are willing to pay more for something that they are paying now or may have paid previously. There is this obsession in the western […]

QUESTION – how do I maximise the average sale per customer?THOUGHT – think strategically about the customer experienceThere are always questions supported by doubt, when ever a study finds that people are willing to pay more for something that they are paying now or may have paid previously. There is this obsession in the western world and especially Australia, with price, even when the evidence to the contrary to intuition is compelling. That said, I could cite a dozen studies where there has been a finding that people will pay more than they have paid previously in specific circumstances. Further, I believe these studies – partially because the findings are consistent – but also because the variables being tested actually change the product offering – meaning that instead of paying more for the same thing – people are indicating a preparedness to pay more for a superior product. They are…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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