Odd moral dilemma
October 27th, 2008 by KenricI have set my ebizes up to get as many add-ons to each order as possible. For example, let say that I am selling suits in my ecommerce store.
I have the following for sale as individual items:
Gray jacket = $300
Gray pants = $300
Gray Jacket and pants suit = $550
Red Tie = $50
A savvy shopper would look at the photo and description of the Gray jacket and pants suit and see that it is the same as combining the Gray Jacket and Gray Pants. Even in my description of the Gray Jacket says that this is the top portion of the Gray Jacket and Pants suit.
But you would not believe how many orders I get of Gray jacket and Gray pants separately. My customers could have saved $50 by choosing the Suit, but instead they purchase the items separately.
Also, if you buy the red tie when you buy the suit, the tie costs only $35. You save $15. However, in order to get this $15 savings you must add the red tie as an accessory to the order when adding the suit into your shopping cart.
A savvy customer will get a Gray suit and red tie for $535. An unsavvy customer will pay $650. That’s a huge difference.
I see orders like this come through all the time. Somedays I feel bad for these customers, somedays I don’t. Should I give the unsavvy customer a break? They would never know they paid too much.
Edit: After thinking about it tonight, I don’t feel too bad. People do this all the time to us. Just think of the way plane tickets are sold. Everyone on the plane probably paid a different price.
Posted in Ebiz | 5 Comments »
Stumble it!
I think you have a great opportunity here.
For cusotmers who pay $600 for the suit separates, include the red tie for free, with a note. For customers who pay the full $650, include a coupon for $50 off their next order.
Even though the customer paid too much, you probably will wind up with a happier customer.
By Boston on Oct 27, 2008
Customer satisfaction should never be given through price discounts. Doing that actually nullifies the customer satisfaction since as soon as you stop the discount, customer loses their loyalty.
Folks that purchased the items one at a time should pay the full price, however there might be an opportunity in the future. Can you email them a promotion later for BOGO or maybe an advertised discount on the set (jacket + pants)? Might help drive additional sales.
By RealOG on Oct 27, 2008
Interesting situation.
I say, send them a promotion later.
Also, if they are repeat-buyers then give them a discount for the third purchase, as they already proved to you they have some loyalty.
Or are the items you are selling not repeatable purchases?
By Andres on Oct 27, 2008
Thanks for the comments. I’m just going to let it be. If a customer does call later on and discovers that they could have received the product for cheap, then I will credit them. Else, tough luck.
I just purchased quickbooks last night for $149 from amazon. If it wasn’t for some searching I would have paid $199 for it direct from intuit. So it’s really up to the buyer to get the best deal right?
By Kenric on Oct 27, 2008
kenric, If you have a Costco card (if they have them out there) QB Pro is 130-140. But not much savings just an FYI.
By Chris W on Oct 27, 2008