Types of discounts in marketing

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Discounts are an important component of a company's marketing policy. To develop an effective discount strategy, we recommend that you read the book by Sergey Razuvaev "Marketing Outside the Moscow Ring Road, or Confessions of a Marketer". The most common mistake in working with discounts is incorrectly formatted event planner email list price tags. You need to understand in which cases it is better to indicate percentages, and in which cases - specific amounts in rubles.

It all depends on which price tag will look more attractive from the consumer's point of view. Let's consider the following examples. Let's say a glazed cheese bar that costs 26 rubles is sold for half the price. In this case, it would be better to indicate "50% discount" on the price tag, since the amount of "13 rubles" does not look impressive. If a car worth 3 million has become 10% cheaper, then a discount of 300,000 rubles will look more advantageous.

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In addition, it is advisable to show customers two prices at the same time - the old and the new. This gives customers an understanding of the formation of the cost of the goods at the current moment in time. It is necessary to go from the larger to the smaller - first indicate the old price, and then the new one. A serious mistake would be to write a smaller price in a larger font. Try to avoid this.

The main types of discounts used in marketing are:

For repeat purchase

The purpose of such discounts is to create a consumer's attachment to the company and form a habit of buying. Such price reductions usually have a limited validity period. Discounts for repeat purchases are effective in food delivery services, coffee to go, etc. If the company sells one type of product and provides warranty obligations for it, it makes no sense to use such promotions.

Types of discounts in marketing

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A seller selling a hammer drill and giving a discount for a repeat purchase within a week will look pretty ridiculous. How to achieve greater efficiency? Use the formula "make sure to use the discount yourself or give it to a friend before it expires." Even if the offer is not very interesting to the client, it is always annoying to lose something. Therefore, the company still has a chance to acquire a new customer thanks to such a discount.
Bonus rubles

A bonus account is a great way out if a company does not want to provide customers with discounts in monetary terms. An example is the Eldorado chain of stores, which successfully uses this marketing strategy.

Regular rubles become bonus points that can only be spent on this trading platform for a limited period of time, otherwise they will be lost. And this is effective marketing, since people do not want to miss the opportunity to use the bonuses given to them.

For birthday

This is one of the most frequently used types of discounts. An addition to it is the marketing technique of "joining the event". On their own birthday, the buyer is usually in a positive mood. The seller's task is to show that they are also part of this pleasant event. The company offers its products or services at a discount as a gift. Selling something at a lower price than usual is one way to evoke in a person the same joyful emotions that they experience due to a personal celebration.

To make the promotion more effective, it is advisable to give a discount before the birthday. The anticipation of the holiday is usually stronger than the event itself. In addition, a discount before a significant event can be presented as an excuse to give a present to yourself. Extend the effect of discount promotions to the buyer's relatives. For example, offer the client goods at reduced prices on his child's birthday (especially useful for children's stores).

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Multi-level discounts

We are talking about discounts of different levels, when clients are offered, for example, silver, gold, platinum discount cards depending on the fulfillment of certain conditions. This marketing technique has already proven its effectiveness. The goal of the strategy is to stimulate the consumer to make purchases from you. And it is achieved by increasing the client's self-esteem when he climbs the discount ladder.

Using precious metal names in discount levels gives them special value. Many customers like the feeling of being a gold card owner, and are willing to make more purchases from you for this. Some stores go even further, offering people to become VIP clients.

Although companies usually do not provide significant benefits for privileged customers, this technique works well. VIP status is a great way to flatter the customer's ego.

Binding to action

A type of discount given to a customer in exchange for something. A company may ask a customer to join a social media community, write a review, or subscribe to an email newsletter. It can be said that such discount promotions are among the most honest in relation to consumers. In this case, the seller clearly states both their own goal and the benefit for the buyer.