'Discount' is one of the words we use to describe our wholesale sunglasses. We might publish a blog post talking about discount sunglasses for men and women. We might run a sales promotion in which the word is used throughout the copy. It is all because 'discount' is a powerful word. It holds a lot of meaning to potential buyers.
What applies in the wholesale space also applies to retail. In other words, don't be afraid to market with the term 'discount'. Never underestimate the power of the word to encourage your customers to buy.
What It Literally Means
The word 'discount' can be used as a noun, transitive verb, or adjective. For marketing purposes, we typically focus on either the known or adjective. Both parts of speech have similar meanings:
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As a noun: a reduction made from a regular or list price.
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As an adjective: offered or sold at a lower-than-normal price.
In both cases, the word tells customers that they are paying a lower price than they otherwise would. Who doesn't appreciate that? Who isn't intrigued by the possibility of getting a great product and paying less for it?
When we offer discount sunglasses, we tell our customers that they are getting the same high-quality sunglasses they would get elsewhere but at a lower price. Your customers are being told the same thing when you market discount designer sunglasses.
Why Discounts Improve Sales
If you have worked with discounted prices before, you have probably observed that they encourage sales. But maybe you don't know why. There are several reasons:
1. The Feeling of Being Rewarded
Discounts appeal to customers because they offer a feeling of being rewarded. For example, imagine one of your customers purchasing a new pair of designer sunglasses at a discounted price. Other customers who purchase the same sunglasses a month from now will not get the same discount. That customer feels rewarded for having found the sunglasses now when the price is lower.
2. Getting More for Less
In a customer's mind, discounted pricing equals a deal. Discounts essentially equate to getting more for less. The appeal is self-explanatory. Getting more for less feeds into the natural desire to increase value. And increasing value is exactly what discounts do.
3. The Appeal to Impulse Purchases
Discounts also appeal to customers with the tendency toward making impulse purchases. By their very nature, impulse purchases are made without a whole lot of forethought. Walking through a store and seeing a deeply discounted price can be enough to trigger that impulse to buy.
Impulse purchases are not a high priority at the wholesale level. But they are a big deal at retail. How much of your total sales do you think could be attributed to impulse purchases? If it is significant, marketing discount sunglasses more frequently could boost your sales even more.
Discounts and Inventory Management
Everything about discounts isn't necessarily designed to drive revenue. Discounts are sometimes used to move inventory. For example, we normally market our products as discount sunglasses at bulk prices. Using these types of terms gives our customers a better understanding of what they are purchasing.
But like you, we sometimes have inventory we need to clear out to make room for what's coming in. Offering further discounts helps us do just that. We are sure you do the same thing at retail.
It's true that the word 'discount' is a powerful marketing tool for moving both wholesale and retail sunglasses. It is a word you definitely shouldn't be embarrassed to use. Never underestimate its power to drive sales.
