Price-anchoring offer

The pattern

This commercial ad is filed under Price-anchoring offer.

Define

A higher reference number is shown first so the real price reads as a concession, not as a starting bid.

Mechanism

People judge a price against the first number they see. The anchor must be a real comparison or it collapses.

Verdict

We have a credible reference the buyer will accept

Why it works

The lamb card answers what a buyer of a whole carcass would ask a butcher: how heavy, how old, male or female, with the male option at 1,190 right above for comparison. Marking the lamb and potatoes as Saudi speaks to buyers who prefer local meat and produce. One slip weakens it: the 740 carries a leftover 'بالكيلو PER KG' label, which on an 18-22 kg carcass reads as a per-kilo price it cannot be.

The big idea

A whole Saudi Naimy lamb leads the Riyadh page, with weight, age and sex printed beside the price, so a household can buy a carcass the way it buys produce.

The offer

Riyadh, 19-22 February 2020: whole female Naimy lamb, 18-22 kg, 740 SAR (was 790), male 1,190; Saudi potatoes 4.5-5 kg bag 4.95; sliced pineapple 5.95 a punnet; Egyptian Roumy cheese 26.95/kg.

The proof

The lamb's tag lists weight (18-22 kg), age (2-4 years) and sex, with the struck 790 and a 50 SAR saving; each item names its origin.

Lines from the ad

أكثر بكثير من مجرد توفير!

So much more than just savings

جميع الأسعار شاملة الضريبة

All prices include VAT

Steal this when

When a grocer sells a high-ticket fresh item that buyers normally judge in person, and the card can list what they would ask.