In order to obtain the highest possible profits, many businessmen have tried the "first-class discrimination" of pricing per person. But as we said, in a market where information is more transparent, this is both inefficient and credibility-damaging. So the merchants found a compromise and reasoned enough to overcharge the wealthy.
How can it be reasonable to overcharge rich people?
*There are three levels of discrimination, which are per-person, volume-based, and class-based. Today we're talking about *** discrimination – pricing by category.
Knowledge: Pricing by class.Due to the needs of different segments of the population, there will be certain differences, and pricing by category may need to be optimized with products. For example, the level of additional services, the design of product packaging. These artificially manufactured product differences can also make "discrimination" seem reasonable and justified. No matter which customer group you serve, these customers can always be categorized by spending power. Here are some common ways to classify them.Discrimination is pricing according to the type of group of people. Its essence is to identify the spending power of different groups of people and formulate different **.
By Identity:For the same movie, the cinema may provide ...... for regular tickets, student tickets, senior tickets, etc
By Region:The same phone, different in the city center and suburbs, different in the United States and India.
By grade:The same shirt, paperback, hardcover, gift box** is different, with and without additional services** different.
By Channel:The same glass of Coke is different in a fine dining restaurant, fast food restaurant, convenience store**.
By time:Different for the same attraction, holidays and weekdays**.
A merchant's ability to use *** discrimination depends on its ability to collect and process data. You need to count the customer's purchase history, consumption frequency, purchase amount and other information to identify the spending power of different customers.
For the digital transformation of stores, the bank has created three major systems: smart cashier, data middle platform, and private domain operation. Through the linkage of the three systems, various first-class activities can be set up for customers with different consumption levels, such as discounts, coupons, etc.; It can also send personalized marketing information through private domain mini programs to improve consumers' purchase willingness and loyalty.
100 lectures on actual combat in stores to solve 100 business problems.
Today's question is: How can it be reasonable to overcharge the rich?
Discrimination is pricing according to the type of group of people. Its essence is to identify the spending power of different groups of people and formulate different **. Combined with product optimization, "discrimination" can be justified and justified.
Pricing module To this point, we talked about pricing strategies (penetration, skimming, combination) and discrimination (by person, by volume, by class). These two sets of theories come from marketing and economics respectively. Next, I will take you to look at the psychology of the study of pricing - psychological pricing.
We'll get to that in the next issue.