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feirA?n | feirón blog
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0 Comentarios | ago 07, 2013

Comerciante: Coidado cos descontos

BLOG FEIRAi??N | DIDA?CTICOS | PROMOCIAi??NSfeiron blog promocion descontos coidado

Comerciante: coidado cos descontos!

Ai??Na Carnegie Mellon University fixeron uns interesantes experimentos que ten que ver moito cos descontos no comercio. Neles, uns cientAi??ficos ofrecAi??an a dous grupos de persoas un test premiado con $5 e ao final, e ese era o obxecto do estudo, entregarlles un sobre para facer unha doazA?n.

A un dos grupos entregA?uselles un sobre cunha mensaxe falando da fame en A?frica, cun texto moi apoiado en datos estatAi??sticos reais e impactantes. Ao outro grupo entregA?uselles un sobre con informaciA?n sobre o caso dunha nena, en concreto de Mali, que necesitaba axuda.

A doazA?n foi moi superior no caso da nena que no caso da fame no mundo ($1.14 para A?frica e $2.38 para a nena, mA?is do dobre!). Os investigadores pensaron que se tratarAi??a dun efecto de desbordamento: “a fame en A?frica Ai?? un problema tan enorme que a miAi??a doazA?n non poderA? solucionar nada… “. E por iso decidiron repetir o experimento entregando os dous sobres, para conseguir unha doazA?n media superior, ao poder ver a magnitude do problema e ademais un caso concreto de aplicaciA?n.

O resultado foi unha doazA?n media de $1.43. As estatAi??sticas parecAi??an ter feito a xente menos caritativa. Os investigadores empezaron a pensar en que os datos, as estatAi??sticas, activaban o noso lado analAi??tico e iso minoraba a participaciA?n do noso lado emocional.

Para comprobalo fixeron un terceiro experimento con dous grupos de xente. Ao primeiro sometAi??rono a unhas preguntas para “activar” o seu lado analAi??tico, con preguntas matemA?ticas. Ao segundo lles “activaron” o seu lado emocional con preguntas sobre sentimentos, sobre eles mesmos, etc.

Aos dous grupos dAi??uselles a carta da nena. O grupo analAi??tico doou unha media de $1.26 e o emocional unha media de $2.34. Como vemos, pensar analiticamente entorpece a nosa habilidade para “sentir”, para actuar emocionalmente. E este lado analAi??tico Ai?? o que activamos ao levar os nosos clientes A?s matemA?ticas ofrecAi??ndolles un 15% de desconto ou un 50%.

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Ademais no comercio dA?se outra circunstancia que sempre repetimos: a clave para competir no comercio Ai?? a RELACIAi??N. E falar de nA?meros nunca Ai?? bo para as relaciA?ns ;)

Ademais prodA?cese outro efecto. E Ai?? que vivimos un boom dos cupA?ns dixitais. Os cupA?ns sempre estiveron aAi?? pero o acceso A? informaciA?n da nosa era e a iniciativa de empresas como Groupon derivaron nunha explosiA?n dos cupA?ns. Ata tal punto que se percibe o cambio social de “disimular” as rebaixas hai poucos anos a xactarse das oportunidades. Agora o que “disimula” Ai?? o consumidor que pagou o “full price” por se algA?n amigo lle di iso de “eu non son parvo… pero o ti si!”.

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E unha caracterAi??stica comA?n a este mundo dixital dos cupA?ns Ai?? o “alto desconto”. Nas pA?xinas de cupA?ns como Groupon, Groupalia, LetsBonus, etc… os descontos son altos. Un 50%!! E son sA?per populares. MontA?ns de persoas consA?ltanas. Polo que se utilizas o desconto na tA?a promociA?n, serA? moi natural que os teus clientes te asocien con outros cupA?ns que estA?n a ver. SerA? moi natural que te poAi??an no seu mete ao lado destas pA?xinas. E nesa asociaciA?n case sempre sales perdendo… a non ser que fagas descontos de mA?is dun 50%.

Por iso dende feirA?n sempre insistimos na necesidade de ser “sensibles” a estas circunstancias. Non hai regras pero si Detrol generic launch algA?ns consellos como son:

  • Evitar os descontos en xeral: Se podes regalar unidades enteiras Ai?? moito mellor que un desconto. En lugar de facerte un “25% polo dAi??a da Nai” soa mellor “ven a comer coa tA?a nai e a prA?xima vez invitA?mola nA?s”, que Ai?? equivalente.
  • Evitar os descontos en xeral e utilizar valores absolutos: Por exemplo, “se compras un produto da nova colecciA?n dA?mosche 30ai??i?? para a tA?a prA?xima compra” onde os 30ai??i?? son unha promociA?n que se divide en dA?as compras, supoAi??endo un esforzo moito menor para o comercio.
  • Evitar os descontos en xeral se son pequenos: Neste mundo das pA?xinas web de cupA?ns, ofrecerlle a un cliente un 5% xa non lle soa atractivo.
  • Utilizar outros formatos de premios como sorteos ou premios experienciais.
  • Ser moi creativos para conseguir esas emociA?ns que buscamos sen ter que pagalas caras!

Desde feirA?n sempre tratamos de axudar o pequeno comercio, calquera proposta serA?n ben recibida.

E ti, que estratexias usas para o teu negocio? Usas descontos?

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