After releasing a new product at a substantially lower price point, a major technology brand asked our Checkout team to find out how the price change affected its core customer segments and accessory sales.
What We Found
The good news was that the product’s lower price point resulted in a sales lift that brought many more consumers into the brand’s ecosystem. These new customers were typically younger, with less disposable income—they waited for a good deal and seized the opportunity.
The troubling news, however, was that these newly-won customers typically spent less on electronics overall and were thus less likely to buy our client’s accessories.
The percent of our client’s consumers who purchased accessories plummeted.
How We Helped
We took a look at the consumers who purchased our client’s lower-priced product to find untapped opportunities for our client to sell accessories to them. We found these customers were more likely than our client’s other customers to shop at certain specialty retailers. We encouraged our client to deepen its ties with those retailers and offer special promotions with targeted messaging to better appeal to more cost-conscious consumers.
We recommended specific retailers where our client should offer special promotions with targeted messaging to better appeal to more cost-conscious customers.