How can a high end item help sales of a more moderately priced item? Why should you include higher priced items in your online shop?
In Yes! 50 Scientifically Proven Ways to Be More Persuasive, the authors discuss Williams Sonoma’s introduction of a high end bread machine. The introduction of the luxury machine into the kitchen store’s product line doubled the sales of their more moderately priced bread machine.
The new high end machine was a Cadillac of bread machines with luxury features and a corresponding price tag.
For many buyers, the high end bread machine was wonderful but expensive. It also made the more moderately priced bread machine seem to be a good compromise. People had an easier time justifying to themselves the purchase of a mid-priced machine after seeing the luxury appliance. Sales of the mid-priced bread machine doubled.
The Cadillac bread machine served two purposes: 1) it sold well to a small market that was looking for a luxury appliance and 2) it helped buyers decide to buy the moderately priced bread machine.
What is your Cadillac item? Are you hiding it? Are you assuming there’s no market for your more expensive items in your etsy shop? It may be true that many etsy sales are in the $50 range, but I have made many sales of big prints of my photography after I stopped assuming people won’t buy them.
Add your higher priced products to your online shop. You may find a market for them and you may help buyers see the value in your more moderately priced products.
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{ 4 comments… read them below or add one }
Good point! I’ve been letting the listings on my larger art quilts lapse…but maybe I should keep them going! Thanks!
Candied Fabrics´s last blog ..Mid November List Check
I never thought of it that way…I mostly thought about the hassle of expensive items getting lost in the mail…
roland-designs´s last blog ..5 Irish crochet rose brooch – Your colour choice
You know when you think about it, it makes a lot of sense. I do have items at different price points in my shop but I never thought of it this way.
Debra Gilstrap´s last blog ..Mixed up Fruit Wall Art set of (4)
A great marketing story, thanks!
Barbara´s last blog ..Made about Portland