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SYMPATHETIC PRICING Get ready for a wave of imaginative discounts that relieve lifestyle pain points, offer a helping hand in difficult times, or support a shared value. GLOBAL TREND BRIEFING JUNE 2014

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SYMPATHETIC PRICING Get ready for a wave of imaginative discounts that relieve lifestyle pain points, offer a helping hand in difficult times, or support a shared value.

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Page 1: trendwatching.com's SYMPATHETIC PRICING

SYMPATHETIC PRICINGGet ready for a wave of imaginative

discounts that relieve lifestyle pain

points, offer a helping hand in difficult

times, or support a shared value.

GLOBAL TREND BRIEFING

June 2014

Page 2: trendwatching.com's SYMPATHETIC PRICING

Brands are constantly telling consumers that they care.Most consumers don’t believe them.

When brands claim to care about people and their everyday

challenges, or about the shared problems we all face

– sustainability, social responsibility, and more – most

consumers think they’re just saying that.

Sure, that’s a simple characterisation of a complex issue, and

it doesn’t apply to all consumers and every brand.

But countless surveys, reports and statistics (the below

being just one example) all point in the same direction: when

it comes to truly caring about consumers, owning a higher

purpose and generally being a more HUMAN BRAND, most

people think that most brands still don’t get it.

SYMPATHETIC PRICING 2www.trendwatching.com/trends/sympathetic-pricing

Page 3: trendwatching.com's SYMPATHETIC PRICING

Just 5% of consumers in the UK and US

believe big businesses are very transparent

and honest.

COHN & WOLFE, OCTOBER 2013

SYMPATHETIC PRICING 3www.trendwatching.com/trends/sympathetic-pricing

Page 4: trendwatching.com's SYMPATHETIC PRICING

Now consumers will challenge brands to put their money where their mouth is.

After all, if brands really do care, then

there’s a simple way to prove it ;)

Amid their deep skepticism, consumers still yearn for

HUMAN BRANDS.

Now, they’re embracing the few brands that are already

trying a bold new approach in the quest to become more

HUMAN. One that’s visible, straighforward, and directed at

a truly meaningful target: pricing.

SYMPATHETIC PRICING 4www.trendwatching.com/trends/sympathetic-pricing

Page 5: trendwatching.com's SYMPATHETIC PRICING

SYMPATHETIC PRICING Flexible and imaginative discounts that help ease lifestyle pain points, lend a helping hand in difficult times, or support a shared value.

DEFINITION

1. MESSAGE SATURATION

2. NEW WORLD, NEW EXPECTATIONS

1. PAINKILLER PRICING

2. COMPASSIONATE PRICING

3. PURPOSEFUL PRICING

WHY NOW?

FEATURED INNOVATIONS

SYMPATHETIC PRICING 5www.trendwatching.com/trends/sympathetic-pricing

Page 6: trendwatching.com's SYMPATHETIC PRICING

1. Message SaturationConsumers have tuned out the white

noise issued by a multitude of brands

on how much they care about people,

society and the planet.

Deep skepticism among many consumers still exists

after years of brand campaigns, initiatives, and programs

intended to demonstrate that the brands in question really

care.

Often these ‘long-term goals’ and vague promises become

white noise: consumers have learned to tune them out, or

simply take them as a given.

now, consumers are keen to see brand care and purpose

expressed where it really counts.

So if brands really are lifestyle assistants, or if they really

do care about the Big Problems we face as global citizens,

shouldn’t their (flexible) pricing reflect this?

WHY NOW?

SYMPATHETIC PRICING 6www.trendwatching.com/trends/sympathetic-pricing

Page 7: trendwatching.com's SYMPATHETIC PRICING

According to EUR and US consumers, only 5%

and 9% respectively of brands make a meaningful

difference in people’s lives. Poll global consumers

and that figure rises – to 20%.

HAVAS, JUNE 2013

SYMPATHETIC PRICING 7www.trendwatching.com/trends/sympathetic-pricing

Page 8: trendwatching.com's SYMPATHETIC PRICING

2. New World, New ExpectationsThe online world has primed consumers

to EXPECT flexible pricing. And a host of

agile startups are both willing and able

to deliver.

Online, pricing is different. Ultra-flexible, dynamic,

personalized and transparent. Now, the online space has

primed consumers to bring those expectations with them

everywhere.

Meanwhile, a new generation of startup CLeAn SLATe

BRAnDS – lacking the legacy infrastructure of their

established competitors – are more able to roll out flexible

pricing in an (near) instant.

It’s a short walk from consumer expectation of more

flexible pricing, to consumer embrace of SYMPATHETIC

PRICING.

Now check out the Featured Innovations that follow, divided

into three categories of SYMPATHY.

WHY NOW?

SYMPATHETIC PRICING 8www.trendwatching.com/trends/sympathetic-pricing

Page 9: trendwatching.com's SYMPATHETIC PRICING

1. PAINKILLER PRICING

FEATURED INNOVATIONS

Discounts that target lifestyle pain points.

CONSUMER TREND CANVAS 9www.trendwatching.com/trends/sympathetic-pricing

Page 10: trendwatching.com's SYMPATHETIC PRICING

PAINKILLER PRICING: FEATURED INNOVATIONS

UberTaxi app gives discounts to travelers hit by transport disruption in London and Boston

SYMPATHETIC PRICING 10www.trendwatching.com/trends/sympathetic-pricing

Page 11: trendwatching.com's SYMPATHETIC PRICING

PAINKILLER PRICING: FEATURED INNOVATIONS

Brahma #Movimento11Discounts help Brazilian football fans watch the start of the World Cup

SYMPATHETIC PRICING 11www.trendwatching.com/trends/sympathetic-pricing

Page 12: trendwatching.com's SYMPATHETIC PRICING

PAINKILLER PRICING: FEATURED INNOVATIONS

Noosa International ResortHotel room discount if it rains on Australia’s ‘Sunshine Coast’

SYMPATHETIC PRICING 12www.trendwatching.com/trends/sympathetic-pricing

Page 13: trendwatching.com's SYMPATHETIC PRICING

PAINKILLER PRICING: FEATURED INNOVATIONS

The Wolf & IFree drinks for patrons with parking tickets in Melbourne

SYMPATHETIC PRICING 13www.trendwatching.com/trends/sympathetic-pricing

Page 14: trendwatching.com's SYMPATHETIC PRICING

PAINKILLER PRICING: FEATURED INNOVATIONS

BGHDiscounts on air conditioning for hot apartments in Argentina

SYMPATHETIC PRICING 14www.trendwatching.com/trends/sympathetic-pricing

Page 15: trendwatching.com's SYMPATHETIC PRICING

PAINKILLER PRICING: FEATURED INNOVATIONS

OtasukeJapanese pub offers discounts to balding customers

SYMPATHETIC PRICING 15www.trendwatching.com/trends/sympathetic-pricing

Page 16: trendwatching.com's SYMPATHETIC PRICING

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Page 17: trendwatching.com's SYMPATHETIC PRICING

2. COMPASSIONATE PRICING

FEATURED INNOVATIONS

Discounts that offer a helping hand at a difficult time.

CONSUMER TREND CANVAS 17www.trendwatching.com/trends/sympathetic-pricing

Page 18: trendwatching.com's SYMPATHETIC PRICING

COMPASSIONATE PRICING: FEATURED INNOVATIONS

Community ShopDiscounted products for less affluent British consumers

SYMPATHETIC PRICING 18www.trendwatching.com/trends/sympathetic-pricing

Page 19: trendwatching.com's SYMPATHETIC PRICING

COMPASSIONATE PRICING: FEATURED INNOVATIONS

PressfoliosService goes free for laid off new Jersey journalists

SYMPATHETIC PRICING 19www.trendwatching.com/trends/sympathetic-pricing

Page 20: trendwatching.com's SYMPATHETIC PRICING

COMPASSIONATE PRICING: FEATURED INNOVATIONS

Lowe’s CanadaFree trees for consumers hit by destructive storm

SYMPATHETIC PRICING 20www.trendwatching.com/trends/sympathetic-pricing

Page 21: trendwatching.com's SYMPATHETIC PRICING

COMPASSIONATE PRICING: FEATURED INNOVATIONS

Tienda AmigaShops in Madrid give discounts to the unemployed

SYMPATHETIC PRICING 21www.trendwatching.com/trends/sympathetic-pricing

Page 22: trendwatching.com's SYMPATHETIC PRICING

COMPASSIONATE PRICING: FEATURED INNOVATIONS

GrouponDiscounted onions in response to high onion prices in India

SYMPATHETIC PRICING 22www.trendwatching.com/trends/sympathetic-pricing

Page 23: trendwatching.com's SYMPATHETIC PRICING

3. PURPOSEFUL PRICING

FEATURED INNOVATIONS

Discounts in support of a shared value or belief.

CONSUMER TREND CANVAS 23www.trendwatching.com/trends/sympathetic-pricing

Page 24: trendwatching.com's SYMPATHETIC PRICING

PURPOSEFUL PRICING: FEATURED INNOVATIONS

CorendonDutch airline offers cheaper flights to Russia for gay rights activists

SYMPATHETIC PRICING 24www.trendwatching.com/trends/sympathetic-pricing

Page 25: trendwatching.com's SYMPATHETIC PRICING

PURPOSEFUL PRICING: FEATURED INNOVATIONS

RATPFree public transport in Paris to combat poor air quality

SYMPATHETIC PRICING 25www.trendwatching.com/trends/sympathetic-pricing

Page 26: trendwatching.com's SYMPATHETIC PRICING

PURPOSEFUL PRICING: FEATURED INNOVATIONS

Easy TaxiDiscounts for solo Filipino women highlight physical assaults

SYMPATHETIC PRICING 26www.trendwatching.com/trends/sympathetic-pricing

Page 27: trendwatching.com's SYMPATHETIC PRICING

PURPOSEFUL PRICING: FEATURED INNOVATIONS

AnchorFreeApp to route around internet blocks goes free in Venezuela

SYMPATHETIC PRICING 27www.trendwatching.com/trends/sympathetic-pricing

Page 28: trendwatching.com's SYMPATHETIC PRICING

NEXTWhat does SYMPATHETIC PRICING mean for brands?

CONSUMER TREND CANVAS 28www.trendwatching.com/trends/sympathetic-pricing

Page 29: trendwatching.com's SYMPATHETIC PRICING

1. Event Tie-upsA SYMPATHETIC PRICING play is the

perfect opportunity to tie-up with a big

event: think sports, TV shows, national

holidays and more.

Which brand will be first this summer to

offer a discount to consumers whose

team has just been knocked out of the

World Cup?

NEXT

CONSUMER TREND CANVAS 29www.trendwatching.com/trends/sympathetic-pricing

Page 30: trendwatching.com's SYMPATHETIC PRICING

NEXT

2. Data Driven SympathyRising numbers of consumers now

measure a range of personal metrics,

from steps walked to mood.

That opens the door to personalized

SYMPATHETIC discounts for

consumers having a bad day, or

struggling to meet personal goals.

CONSUMER TREND CANVAS 30www.trendwatching.com/trends/sympathetic-pricing

Page 31: trendwatching.com's SYMPATHETIC PRICING

NEXT

3. Internal SympathyIn March 2014 Japanese electronics

firm Panasonic said it would pay

workers in China more to compensate

for high pollution levels.

Truly forward-thinking brands will be as

SYMPATHETIC to their staff as they are

to their customers.

CONSUMER TREND CANVAS 31www.trendwatching.com/trends/sympathetic-pricing

Page 32: trendwatching.com's SYMPATHETIC PRICING

NEXT

4. Currencies Of ChangeOf course, discounts aren’t effective

only when it comes to pain points or

shared values.

Another HUMAN play on flexible

pricing? Discounts or rewards for

positive lifestyle change.

CONSUMER TREND CANVAS 32www.trendwatching.com/trends/sympathetic-pricing

Page 33: trendwatching.com's SYMPATHETIC PRICING

NEXT

5. [Insert your own] PricingThe La Petite Syrah cafe in France

charges customers less if they say

‘please’: POLITENESS PRICING.

Go ahead – invent your own HUMAN

pricing play!

CONSUMER TREND CANVAS 33www.trendwatching.com/trends/sympathetic-pricing

Page 34: trendwatching.com's SYMPATHETIC PRICING

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SYMPATHETIC PRICING 34www.trendwatching.com/trends/sympathetic-pricing

Page 35: trendwatching.com's SYMPATHETIC PRICING

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