Consumer Behavior

Transactional Thinking: Why Black Friday is failing your brand

By Helen / December 6, 2018 / 0 Comments

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half*.” John Wanamaker   How was your Black Friday & Cyber Monday Sale? Many businesses reported that this year Black Friday was easier than in 2017, more rewarding and even more fun. If you’re underwhelmed and all you can say is meh and where did my ad spend go, it is normal. Statistically, for roughly 50% of you, it was probably not that great. But how is it possible you may ask? This year you went all in! Your competitor only offered 25% off and you managed to squeeze a whole […]

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Price anchoring anchor pricing

Price Anchoring: The Unfair Advantage

By Helen / September 17, 2018 / 0 Comments

You can make any price appear lower by implementing price anchoring, the human brain bias of relying too heavily on the first piece of information we see.

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how discounts destroy brands

From priceless to replaceable: How discounts destroy brands

By Helen / August 7, 2018 / 4 Comments

  Planning yet another promotion, sale or discount? You should probably rethink that. Discounting can cost you millions in lost sales by killing your brand and by having an adverse effect on your sales. In fact,  research has shown that discounts can cost retailers millions by simply NOT selling. The common notion among managers is that no other marketing instrument is better suited to increase sales volume quickly and effectively than price cuts. That’s why price wars are the rule rather than the exception in many markets, often with devastating effects on profits. According to the University of Pennsylvania’s Baker Retailing […]

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