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Should I Post Pricing on My Website? | Business.com

It could hinge on brand identity
Whether you post pricing or not could also be a matter of brand identity. Have you ever gone to a very high-end products website? Even if much of their industry posts their pricing, brands that want to cultivate prestige and build a brand on high quality regardless of price might not list their pricing at all. This lends a sense of exclusivity and class that could appeal to a wealthier clientele.

“Businesses that serve affluent customers should avoid posting prices primarily because the affluent demographic is driven by something other than price – namely prestige, exclusivity and quality,” said Isha Edwards, a brand market strategist at EPiC Measures. “Their purchase habits warrant negotiation as a value-added option. Posting a price ‘cheapens’ both brand perception and value, and is a bit of an insult to affluent shoppers.”

For more common consumer goods, transparency and affordability are often brand goals. In this case, it’s wise to post pricing, especially if you’re able to undercut your competition. Not only is this a good market move, but it reinforces your brand as an affordable source of essential products.

“Consumers trust transparent companies more, with the belief that they have nothing to hide,” Alisa LeSueur, founder of healthcare pricing website DocCost.com. “Consumers don’t want the runaround when it comes to getting prices.”

Knowing who you are and who you serve is essential to branding strategies, and whether you post your pricing or not can contribute to that strategy. Understand if your customers expect pricing or not, and decide what image it gives off to withhold pricing information. Do you appear shady, or prestigious? Will it be difficult for customers to obtain pricing information, or is that unlikely to be their primary concern? These are critical questions to consider.

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Should I Post Pricing on My Website?.