Wired magazine this week featured an article called ‘how online companies trick you in to sharing more’ talking about how they view online shopping sites as ‘playing’ consumers to purchase from them frequently and at a higher value. Initially I thought that this could be quite a negative view on online retail methods, but it starts with a clear point about pricing offline and in store, so we can all appreciate that practices to entice us to spend more have been in front of us for years in offline channels.
With a personal background in psychology, the ways in which we as marketers can influence consumer buying behaviour is a constant theme in how I view the online and performance channels. This all got me thinking about why so many advertisers still battle with their conscience when it comes to working with voucher and loyalty publishers. They have the same potential power as the subtle and powerful workings described in this article – one can use them drive up spend levels by offering an added value element for just tipping over that threshold with cleverly thought out voucher codes, or cash back higher rates can be applied if the customer buys from particular ranges or again spends at a certain level or more.
Just some thoughts…read the article in Wired magazine and let us know your view.
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