I’ve been re-reading a number of old newsletters from marketing maestro Jay Abraham.
One of the points Jay makes is to allow your clients to purchase in the amounts and terms that suit them.
So it’s always worth testing an option for the customer to “buy in bulk”.
This is quite common in mail order campaigns for consumable products (vitamins or cosmetics, for example) where you’ll often see 3 options (1, 3 or 6 units for example).
Now, I came across a slight variation of this idea today at my local “Bakers Delight” shop…
As the name suggests, “Bakers Delight” is a franchise bakery operation and I’ve mentioned them before.
With Easter fast approaching, hot cross buns are back.
As you would expect, “Bakers Delight” offer them individually and also in a “6 pack” with a saving on buying them individually.
Very cleverly, they also offer a pack of two. And these packs are placed in a basket on the counter…
…making it easy for people to pick up one of these 2 packs and add it to their purchase.
It’s making the “impulse” buy very easy.
And hey, if you were going to buy 1, why not 2…especially when it’s already there in the pack for you?
Interestingly, there’s no price saving. It’s purely the convenience.
Hard to know exactly how much this adds in sales, but I’ve certainly picked up a 2-pack a few times when I’d orginally intended to just buy one.
So worth testing this idea if you can use it in a way that’s appropriate for your business. Well suited for retail type businesses, of course.