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Reference pricing

What is Reference pricing?

Reference pricing, also known as anchoring or comparative pricing, is a pricing strategy that involves setting a price for a product or service based on a reference point or comparison. The reference price serves as a psychological anchor that influences customers' perception of value and willingness to pay.

Why is Reference pricing important?

By positioning the price relative to a higher or lower reference point, businesses can shape customer perceptions and drive purchase decisions. Reference pricing can be implemented through various techniques such as highlighting a "regular" or "original" price, displaying price comparisons with similar products, or emphasizing discounts or savings compared to a higher-priced alternative. The goal is to create a perception of value and affordability, motivating customers to make a purchase.

How to use Reference pricing?

To effectively use reference pricing in your business strategy, consider the following steps:

Determine a Reference Point: Choose a reference point that will anchor the perceived value of your product or service. This could be the original price, a competitor's price, or the price of a higher or lower-tier offering.

Highlight the Reference Price: Clearly display the reference price alongside the actual price to create a comparison. Use visual cues, such as strikethroughs, to emphasize the difference between the reference price and the current price.

Communicate Value and Savings: Clearly communicate the value proposition and savings that customers can enjoy by choosing your product or service. Emphasize the benefits and advantages they will gain compared to the reference price or alternative options.

Create a Perception of Scarcity: Introduce limited-time offers or quantity limitations to create a sense of urgency and scarcity. This can enhance the perceived value of your offering and motivate customers to take action.

Monitor and Adjust: Continuously monitor customer response, sales data, and market dynamics to evaluate the effectiveness of your reference pricing strategy. Adjust and refine your approach based on customer feedback and market conditions.

Be Transparent and Ethical: Ensure that your reference pricing strategy is transparent, accurate, and aligned with legal and ethical guidelines. Avoid misleading or deceptive practices that could erode trust and harm your reputation.

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About Akendi

Akendi is a human experience design firm, leveraging equal parts experience research and creative design excellence. We provide strategic insights and analysis about customer and user behaviour and combine this knowledge with inspired design. The results enable organizations to improve effectiveness, engage users and provide remarkable customer experiences to their audiences.