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

A struck-through 349 sits directly beside the new 299 in the same blue tag, so the saving is a two-number comparison the shopper checks in a glance rather than a percentage they have to calculate. The Grand Tech Sale masthead and a dated window, 25 February to 6 March or while stock lasts, borrow the energy of a store-wide electronics event for one kitchen appliance. Two product shots, boxed and unboxed, answer the two questions a shopper has before an appliance purchase, what comes in the box and what it looks like on the counter.

The big idea

One kitchen appliance rides a store-wide Grand Tech Sale: an 8 litre electric pressure cooker at 299 with the old 349 struck through.

The offer

Alsaif electric pressure cooker, 8 L, at 299 SAR instead of 349, VAT included. From Monday 25 February to Wednesday 6 March 2019, or until stock lasts, at Othaim Markets.

The proof

A 2-year warranty seal on the box and the struck-through 349 under the new 299.

Lines from the ad

مهرجان الالكترونيات الكبرى

The big electronics festival

GRAND TECH SALE

قدر ضغط السيف كهربائي ٨ لتر

Alsaif electric pressure cooker, 8 litres

Steal this when

Use when a single SKU can ride a bigger seasonal sale event and a real crossed-out price is available to show.