Clever pricing strategy will increase the turnover of cafes by 30%.

1. People often enlarge their needs

We often think that we are rational, but in fact, it is not that when we choose a "cup", almost all of us forget whether we can drink so much, but blindly consider which is more cost-effective to buy. It seems that it is more cost-effective to choose a big cup so as not to lose money.

In the end, I couldn't drink it and threw it in the trash can.

2. People have no understanding of the price of the product and will only compare it in the visible space.

Share a story from an experiment in the American Economist magazine. In the past, they sold two versions of the magazine, one was the physical version, $100; the other was the electronic version, the content was the same, $60. Usually 80% of people will choose the electronic version and 20% will choose the physical version.

That is, the sales are: (80 people x 60 dollars) + (20 people x 100 dollars) = 6800 dollars, and they encounter a bottleneck in their bookings, that is, if the number of orders does not increase, there is only one option to increase sales, that is, to increase the customer unit price.

Later, a marketing expert gave them an idea, nothing has changed, or the two same versions, the same magazine content, but the transaction propositions are not the same, as a result, their sales have changed dramatically. Why?

Let's take a look at the marketing expert, what kind of magic did he play?

The plan goes like this: $100 for the physical version, $60 for the electronic version, and $105 for the physical plus electronic version.

If it were you, which one would you choose? The results clearly proved it all, with 80 per cent opting for the physical plus electronic version, 10 per cent for the physical version and 10 per cent for the electronic version, thus increasing sales to $10000 without adding any costs.

It is not difficult to find that there is no absolute standard for people to judge value. originally, the Economist's customers chose between $60 and $100, but later added the option of "physical plus electronic". People made a comparison between $105 and $160.

In this way, people in limited time and space, as long as they show different levels, people will automatically compare them, and then choose the one that seems to be the best choice, in order to avoid their own losses, all cognition is based on comparison.

Digression: later, the Economist magazine adjusted its strategy, physical version: $100, electronic version: $60, physical plus electronic version: $100.

Yes, you think you have made a mistake, but it is true. This is the design. What will happen to you? Most people think they have made a mistake, so they go underground crazily.

OK, it doesn't matter whether this point has any inspiration for you. After you think about it, let's continue to share the third point.

Third, I don't know how many people have been seduced by the cup-shaped "activity"

Although this design is ingenious, but I do not advocate, if you know "Luo Yonghao", then you must know this, that is, "excuse me, sir, this is the big cup, this is the medium cup", from the clip of the online movie "Pony".

Why did this bullshit happen? Let's take a look at Starbucks' display cup holder:

Which one is the large cup, please? I have asked 10 people, 10 people think that the top one is a big cup, but if you look at the text at the bottom of the cup, I actually write "extra large cup". Have you been cheated?

When you order coffee, the waiter will ask you, sir, do you want a medium cup or a large cup? obviously, you think the large cup is the top one, and it is only 3 yuan more than the medium cup, and you will answer "large cup".

This is human nature. There are "high, middle and low" and "large, medium and small" in people's brain consciousness. As long as three things are put together, big, medium and small will be automatically labeled, regardless of the words written below.

Out of curiosity, you might ask, "what about the small cup?" Yes, there are small cups, and they put them in the drawer. If you say you want a small cup, they will show it to you. When you see it, I make sure that your eggs hurt, I make sure you don't order it, and you find that no, all their menus do not include the price of small cups, which are hidden by default, just like computer programs.

The ingenious pricing in price comes from the snooping of human nature. Making use of the weakness of human nature to formulate the corresponding price strategy is the cleverness of these two brands.