opportunity 105 of 150 Communicating prices at the point of sale is more complex than many think. There is a great deal of research that points to a body of science behind getting point of sale pricing right. Here are some examples of the findings: The size of the numbers matters Precision matters Commas matter […]

opportunity 105 of 150 Communicating prices at the point of sale is more complex than many think. There is a great deal of research that points to a body of science behind getting point of sale pricing right. Here are some examples of the findings: The size of the numbers matters Precision matters Commas matter Words matter Syllables matter Research has demonstrated, quite conclusively, that discounted prices work better when they are physically smaller than the pre-discounted price. To maximise the impact of a discount, the pre-discounted price should be as large as possible and the discounted price should be as small as possible – provided it is still legible. The mind draws a parallel between visual size and actual size. Research suggests that when promoting a discount, the pre-discounted price should be rounded up and the discounted price should be as precise as possible. For example, while the pre-discounted…