I am amazed at how excited Patti gets from the discount she gets off of
her gas from her grocery shopping. At our place in Rhode Island,
Stop-n-Shop gives a discount on cost per gallon at participating gas
stations. The most I have seen the discount add up for redemption has
been $.60/gallon. A ten gallon fill up equals a $6.00 discount. Not
bad, or so it seems. To get to that $6.00, she has to spend $300.00 in
groceries. So, one way to look at it is that this value is really more
like getting a 2% rebate. The beauty of this program is that they have
transferred a savings from something expected to something not expected.
The point here is that for very little, the positioning has significant
perceived value to the consumer. It begs the question, what do we have
in our business that when transferred to some other area where
discounts, sales or rebates would be unusual, that it would be perceived
as very high value.
(For a further faith-based application of this post you can visit here)
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