Live from ECMOD: The Power of Nine

London–Want an easy way to boost sales? Try increasing the price of products so that they end in the number “9.”

According to a study presented by Andy McDermott, managing director of Abacus Direct UK, here at ECMOD, a U.S. cataloger that tested the same shirt priced at $44, $49, and $54 found that the $49 price had one-third greater the response than the lower-priced shirt as well as the higher-priced shirt. But further testing found that the ideal price point was, in fact, $59. Prices ending in “9,” McDermott said, suggest that the item is on sale and a bargain even when it’s not.

Blatently labeling a price as a sale figure also boosts response, McDermott said. In another test, another U.S. cataloger mailed two books with the identical items priced the same. But in one version, some merchandise included the words “Pre-Season Sale” in front of the price. The items with the “sale” pricing sold 57% more than the same products without the special wording–even though the price was the same.

And if you don’t feature the logos of the credit cards you accept, you should. A cataloger tested space ads that were identical except that one featured the credit-card logos and the other mentioned the credit cards only in text. The former ads had greater response than the latter, and a “very similar impact” was seen when the test was applied to the print catalog. Apparently, McDermott said, the logos act as a cue to purchase.

Partner Content

The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.
Strategies for Maximizing Mobile Point-of-Sale Technology - NetSuite
Learn the top five innovative ways to utilize your mobile POS technology to drive customer engagement, increase sales and elevate your brand.