The impact of discounting products on the short and long term.
The Black Friday & Cyber Monday sales are almost over. Consumers who got some deals are happy, and so are businesses.
For companies, sales discounts are a great way to boost short term sales. It is an approach with guaranteed success. If you want to increase the sales bonus, then start offering discounts! When your product is in demand, you will notice that even people who do not need it right away might buy it because of the deal.
Like with everything, there is a flip-side to the discount deals craziness – I like to call them deal traps, and here they are:
Postponed purchases of higher value items in general
If your product is NOT a fast-moving consumer product but a substantial investment for consumers, you must consider any possible discount you are providing. Imagine if I am in the market for an expensive bed, I could easily wait till Black Friday to purchase if it saves me 30% of the new price. Believe it or not… people are willing to wait till the next round of discounts. And at the same time, they do know the room to negotiate.
Artificial purchase cycles, esp with higher value items
A great example of this discounting is FujiFilm. In Spring, Summer, and Winter, they run pretty steep discounts on cameras and lenses. Now how often do people buy cameras and lenses? If you are in the Fuji camp, you should make your purchase three times per year! And what happens when a camera or lens is you like to purchase is not on sale? Then wait -if you can- till the next seasonal offers. Changes are your dream kit will show up at some point.
Suggested retail prices do no longer exist.
Discounts reduce the suggested retail sales prices of the products in the mind of the consumer. Once you have seen a printer in a special offer for 69EUR, you won’t pay that 99EUR suggested retail ever again. Perception is why strong brands never engage in discounts – because discounts perceptually make the brand and product positioning weaker.
Apple only recently engages in discounts, but they are never direct discounts – always in Apple Gift cards, to be used in the Apple Stores. You pay the full price and get rewarded with Gift cards. This way, the value perception of the product in the mind of the buyer won’t change.
So, what is the alternative to consider?
Never discount your core product but provide perks around it. For example, if your business is, let’s say, Music composition software, then never create a deal on the software. Instead, provide perks and packages of items people get when they buy the software. For example: buy the software get a plugin for six months for free.
Whatever you do, keep in mind that strong brands never do discounts and never need to do discounts.
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Quite a few readers reach out to me with brand thoughts, ideas, and challenges. As it is always a lot of fun to learn what is going on I decided to make things a bit easier. On a few Fridays in the next couple of weeks, you can book a free discovery call me with me.
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I am looking forward to talking to you and learn more!
One thought on “Strong brands do not need discounts”
An eye-opener for brands running a huge discounts. Well, thought article.