Now that the main holidays are over, many stores continue the epic of luring people into their networks so that they will not stop wasting their money. All of these promotions, such as gift cards or interest-free loans in exchange for a higher expense, encourage the consumer to sign a loan agreement or spend their budget to the limit. Instead of reducing the price, many retailers lure new customers with stocks, such as: “spend 5,000 rubles and get 500 rubles in cash” or “buy three things and get 700 rubles for the next purchase”. Many, even take a loan, having seen such a “profitable” offer, a loan for ill-considered expenses.
These proposals may seem tempting and for especially thrifty people who like to think through their finances. This is so great – you can buy what I need, water, and get a bonus. But caution should be exercised: many studies show that these types of stocks most often tempt people to spend more money than they intended. Do not go beyond the main essence of these proposals – they simply increase retail sales.
Some marketing research shows that promotions that offer free gift cards or interest-free loans have become much more effective than traditional discounts and bonuses.
What is the essence of an interest-free loan?
Installment certainly seems the buyer a bargain. The consumer pays the purchase amount not immediately, but within a few months, which is of course convenient … But what is the plus of the store, he thinks? Apparently, the goods lay on the shelf and the seller is ready for anything, just to sell it. But besides this, additional products will be added to the final price of the goods, which the store is trying to sell to the customer. This may be insurance, and an improved warranty, and convenient equipment setup, and much more. And the happy buyer is already making out his loan for ill-considered expenses.
It is also a good trick to keep the customer in the retail network and make him return to buy additional, possibly unnecessary items. Sometimes such a card is issued when purchasing goods with a deliberately inflated price. When a customer makes a purchase and receives such a card, he thinks that he will save it because next time he will have to pay less for exactly the amount indicated on the gift certificate. But, most likely, the gift amount will not be enough and the client will spend the money out of his pocket, just to not burn the bonuses. And in some cases, the buyer does not return to spend money on the card for forgetfulness or because it is not convenient to get to this store.
A gift card gives an additional impetus to a potential buyer for making a purchase. For example, you see a laptop for 30,000 rubles, with the purchase of which you will receive a gift card with a nominal value of 2,000 rubles. And you think: “I can now save 2,000 rubles and buy a computer using this offer.” Then you return to this store some time later and see a tablet for 15,000, which you can buy by paying part of the purchase with a card. Then the thought again comes to you: “I can now buy a tablet for 13,000, which costs 15,000. I save again! “. The first time, when buying a laptop, most likely you will buy a more expensive model, if you are going. The second time, perhaps you will get a tablet that you will not use at all. Meanwhile, the store recorded two sales.
Unfortunately, our subjective opinion that we spend less money very often allows us to lose sight of the true value of our purchases.
Some stores can practice several tricks to expand their sales. For example, a loan for unreasoned expenses and a gift card. Or issue a card when re-selling when you have already used the first. Thus, the buyer may form a dependency to systematically go to this store.
Be alert while shopping. Price promotions are sometimes too good to be true, it is worth taking a moment to think before making a purchase. Instead of thinking about how much you can save, think about how much you actually pay for this product and whether you need it.
Nowadays, you need to be well-versed in many things in order to gain value or actually save money. In stores and in truth can be significant discounts for one reason or another. And in order not to miss the opportunity to buy exactly what you wanted for so long, sometimes it makes sense to take a loan if there is a shortage of a certain amount. But only if the size of the discount will cover the interest on the loan.