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Reduced To...

 

DisciplinesMarketing > Pricing > Reduced To...

Description | Example | Discussion | See also

 

Description

In a sale, one way of displaying prices is by announcing them with 'Reduced to...' in text above or before the sale price.

If the reduction is significant, then show the previous price also (typically in smaller numbers, with a clear strike-through line. If the reduction is not that big, do not show the previous price.

The text used can vary around this 'Reduced to' theme, for example by saying 'Reduced to just...', or 'Now only...'.

Example

A store has a 'big reduction' sale, showing crossed-out previous pricing followed by 'Reduced to only' and the new sale price.

A store has a set of label cards printed with 'Now only' at the top and puts their price by hand below. They use these as standard pricing labels when they are not holding a sale.

Discussion

'Reduced' explicitly tells the reader even before they get to the price that this is going to be a bargain. Even though it all happens in moments, that trailer builds instant positive excitement.

Note that if the reduction is small, then this excitement could flip to cynicism or other negative emotions as the person realizes that the price is not so much a bargain. This, however, will only happen if the customer knows the previous price. If you do not show the price then relatively few people will actually ask what it was (although if the item is expensive, you are more likely to be asked). In other words, using the 'Reduced to' prefix, without showing the original price, can be used to cloak a small reduction.

See also

Discounting

 

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