Price comparators and the lowest price auction that destroys margins

Shall we now talk about comparators? They are another wonderful tool, obviously on the consumer side, which allows you to buy a product of those chains / stores that are part of those sites - portals that are in their monitoring, at the lowest price on the market, at least compared to all the actors put. under monitoring and comparison.

So they are able to make all those actors of that product or type of product compete by making sure that the consumer can find the lowest price and therefore can contact the distributor who at that moment sells it at the lowest price.

We have examples of comparators such as:

However, we must say that in order to appear on these comparators it is necessary, for those who have an e-commerce site, to have an agreement that leads them to be able to continuously send their data, updating them and putting the comparator in a position to work at its best.

Of course, on the consumer side this is certainly cool but then of all the promotional mechanisms, the flyers and, above all, our good loyalty cards (which should accompany us on a loyalty path towards a specific business or to a specific chain of businesses ) what do we do with it?

So what are the old fidelity cards for today when the work of comparators in many sectors now puts the user in a position to find the best price for that product?

Neglecting and without understanding that, unlike the selling price, a difference in purchase could easily occur, perhaps due to the different weight of the product on the market of this chain compared to the other ... but nothing !! ... the consumer sees a lower price and he is conquered by it… and he is right to buy according to convenience.

In our opinion, the traditional fidelity card or loyalty card is now outdated, but not because we say so but because the facts confirm it.

Surely, if we look in my portfolio (as if we looked in yours), we would find the largest number of loyalty cards of the many businesses, practically almost all the businesses we are used to visit. … A real collection of fidelity cards.

Nowadays, wherever we go shopping, they ask us if we have the fidelity card to participate in their loyalty programs and, if we do not, they immediately ask us to participate in the loyalty program.

Our answer is generally yes, and therefore about 50-80 % of customers / consumers of this or that commercial / store chain are registered in an elusive loyalty program that should allow the merchant to ensure that their customer returns. at that point of sale or that sign…. in reality we know that something else happens, that is, we have the loyalty card of each business in which we buy, we generally have a panel of points of sale that we visit and within which we make our purchases, both of food products, detergents, sports items, products for our animal friends and inside the store we go to visit, when we arrive at the checkout, we show our beautiful fidelity card and, in the rare case that we do not 'we had, we will immediately request one ... so it's free !!

Today there are some wonderful applications such as Stocard that allow you, instead of having to carry with you a wallet that perhaps over time is no longer enough to contain all the loyalty cards in our possession, today instead we have registered them in our good Smartphone and therefore we no longer need to carry with we tons of documents but we just need to go to the point of sale where we want to buy and show our good loyalty card at the checkout.

So now this invested money, all the resources that are allocated to loyalty mechanisms and programs that are substantially dead or at the most inefficient and outdated, are money that are paid out and that do not allow any return on investment, because it is considered absolutely "Trivial but due" and included in the price.

There are clearly commercial chains that over time have been able to retain their customers better than others but, we all know, that true loyalty can be when you are able to be a really active part with your customer: making it unique in its value!

All chapters of: Loyalty 2.0

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