Apples to Oranges

The best way to prevent your shoppers from comparison shopping is to make it impossible for them to comparison shop. To do this we use a tactic called, Price.

Definition: Price is a technique where we (marketers) shift shopper focus away from the physical price of the item. This can be done 312 different ways. One way is to focus on value, another is to use price anchoring, decoy pricing is a third, apples to oranges is a fourth, etc.

Here is an example of how a brand can use “apples to oranges” tactic to prevent comparison shopping.

When you shop are Toms you don’t just buy 1 pair of shoes. You also help gift shoes, sight, water, safe birth, and prevent bullying:

Toms_Shoes.png

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