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0 Comentarios | ago 07, 2013

Comerciante: Coidado cos descontos

BLOG FEIRÓN | DIDÁCTICOS | PROMOCIÓNSfeiron blog promocion descontos coidado

Comerciante: coidado cos descontos!

 Na Carnegie Mellon University fixeron uns interesantes experimentos que ten que ver moito cos descontos no comercio. Neles, uns científicos ofrecían 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 doazón.

A un dos grupos entregóuselles un sobre cunha mensaxe falando da fame en África, cun texto moi apoiado en datos estatísticos reais e impactantes. Ao outro grupo entregóuselles un sobre con información sobre o caso dunha nena, en concreto de Mali, que necesitaba axuda.

A doazón foi moi superior no caso da nena que no caso da fame no mundo ($1.14 para África e $2.38 para a nena, máis do dobre!). Os investigadores pensaron que se trataría dun efecto de desbordamento: “a fame en África é un problema tan enorme que a miña doazón non poderá solucionar nada… “. E por iso decidiron repetir o experimento entregando os dous sobres, para conseguir unha doazón media superior, ao poder ver a magnitude do problema e ademais un caso concreto de aplicación.

O resultado foi unha doazón media de $1.43. As estatísticas parecían ter feito a xente menos caritativa. Os investigadores empezaron a pensar en que os datos, as estatísticas, activaban o noso lado analítico e iso minoraba a participación do noso lado emocional.

Para comprobalo fixeron un terceiro experimento con dous grupos de xente. Ao primeiro sometérono a unhas preguntas para “activar” o seu lado analítico, con preguntas matemáticas. Ao segundo lles “activaron” o seu lado emocional con preguntas sobre sentimentos, sobre eles mesmos, etc.

Aos dous grupos déuselles a carta da nena. O grupo analítico 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 analítico é o que activamos ao levar os nosos clientes ás matemáticas ofrecéndolles un 15% de desconto ou un 50%.

Ademais no comercio dáse outra circunstancia que sempre repetimos: a clave para competir no comercio é a RELACIÓN. E falar de números nunca é bo para as relacións ;)

Ademais prodúcese outro efecto. E é que vivimos un boom dos cupóns dixitais. Os cupóns sempre estiveron aí pero o acceso á información da nosa era e a iniciativa de empresas como Groupon derivaron nunha explosión dos cupóns. Ata tal punto que se percibe o cambio social de “disimular” as rebaixas hai poucos anos a xactarse das oportunidades. Agora o que “disimula” é o consumidor que pagou o “full price” por se algún amigo lle di iso de “eu non son parvo… pero o ti si!”.

E unha característica común a este mundo dixital dos cupóns é o “alto desconto”. Nas páxinas de cupóns como Groupon, Groupalia, LetsBonus, etc… os descontos son altos. Un 50%!! E son súper populares. Montóns de persoas consúltanas. Polo que se utilizas o desconto na túa promoción, será moi natural que os teus clientes te asocien con outros cupóns que están a ver. Será moi natural que te poñan no seu mete ao lado destas páxinas. E nesa asociación case sempre sales perdendo… a non ser que fagas descontos de máis dun 50%.

Por iso dende feirón sempre insistimos na necesidade de ser “sensibles” a estas circunstancias. Non hai regras pero si algúns consellos como son:

  • Evitar os descontos en xeral: Se podes regalar unidades enteiras é moito mellor que un desconto. En lugar de facerte un “25% polo día da Nai” soa mellor “ven a comer coa túa nai e a próxima vez invitámola nós”, que é equivalente.
  • Evitar os descontos en xeral e utilizar valores absolutos: Por exemplo, “se compras un produto da nova colección dámosche 30€ para a túa próxima compra” onde os 30€ son unha promoción que se divide en dúas compras, supoñendo un esforzo moito menor para o comercio.
  • Evitar os descontos en xeral se son pequenos: Neste mundo das páxinas web de cupóns, 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 emocións que buscamos sen ter que pagalas caras!

Desde feirón sempre tratamos de axudar o pequeno comercio, calquera proposta serán ben recibida.

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

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