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

Each of the nine products carries its own crossed-out reference price under the sale price, 299 next to a struck 471.45, 189 next to a struck 309.99, so every single item proves its own discount instead of one blanket percentage for the whole flyer. The headline's rhyming pair, we discounted them, and the prices, we smashed them, turns the act of cutting prices itself into the spectacle rather than any one product. Naming a limited period and price includes tax removes the two most common last-second objections, is this the real price and how long do I have, before the shopper reaches the register.

The big idea

We settled it and smashed the prices: nine kitchen and home appliances, each with its own struck-through price, for one week before Ramadan.

The offer

Electronics, appliances and housewares at Othaim, VAT included, e.g. Koolen water dispenser 299 SAR (was 471.45), Black and Decker blender 59. From Thursday 10 May 2018 for a week or until stock lasts.

The proof

A struck-through old price on each of the nine items, and a seal stating the price includes VAT.

Lines from the ad

حسمناها .. والأسعار حطمناها

We settled it, and smashed the prices

لفترة محدودة

For a limited time

السعر شامل الضريبة

Price includes tax

Steal this when

Use when a whole assortment is on sale and each item's own crossed-out price is real enough to print next to the new one.