OnDemand WTP Pricing Research

Your Pricing Tells a Story, is it the Story Your Customers Want to Hear? | Buyer Legends

Bernadette Jiwa over at The Story of Telling writes.

“Price, like design, location or quality is part of your brand story—one you are asking customers to believe in. You get to choose the story you want to tell and who you want to tell it to. It pays to understand what story the people you choose to serve want to believe.”

Jiwa explains how Ron Johnson, the retail guru behind the first iterations of the hyper successful Apple Store, took the CEO helm at J.C. Penney and sought to save the struggling retailer by creating a better shopping experience. One of his first orders of business was to change the stores longtime discount pricing strategy. Things didn’t turn out that well.

Read complete article here:

Your Pricing Tells a Story, is it the Story Your Customers Want to Hear?.

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