2014 06 Sympathetic Pricing1

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SYMPATHETICPRICINGGet ready for a wave of imaginative

discounts that relieve lifestyle pain

points, offer a helping hand in dif cult

times, or support a shared value.

GLOBAL TREND BRIEFING

JUNE 2014



Brands are constantlytelling consumers that

they care.Most consumers don’t believe them.

When brands claim to care about people and their everyday

challenges, or about the shared problems we all face

– sustainability, social responsibility, and more – most

consumers think they’re just saying that.

Sure, that’s a simple characterisation of a complex issue, and

it doesn’t apply to all consumers and every brand.

But countless surveys, reports and statistics (the below

being just one example) all point in the same direction: when

it comes to truly caring about consumers, owning a higher

purpose and generally being a more HUMAN BRAND, most

people think that most brands still don’t get it.

SYMPATHETIC PRICING 2www.trendwatching.com/trends/sympathetic-pricing

http://trendwatching.com/trends/sympathetic-pricing/




Just 5% of consumers in the UK and US

believe big businesses are very transparent

and honest.COHN & WOLFE, OCTOBER 2013






Now consumers willchallenge brands to puttheir money where their

mouth is.After all, if brands really do care, then

there’s a simple way to prove it ;)

Amid their deep skepticism, consumers still yearn for

HUMAN BRANDS.

Now, they’re embracing the few brands that are alreadytrying a bold new approach in the quest to become more

HUMAN. One that’s visible, straighforward, and directed at

a truly meaningful target: pricing.






SYMPATHETIC PRICINGFlexible and imaginative

discounts that help easelifestyle pain points, lend ahelping hand in difficult times,

or support a shared value.

DEFINITION

1. MESSAGE SATURATION

2. NEW WORLD, NEW EXPECTATIONS

1. PAINKILLER PRICING

2. COMPASSIONATE PRICING

3. PURPOSEFUL PRICING

WHY NOW?

FEATURED INNOVATIONS






1. Message SaturationConsumers have tuned out the white

noise issued by a multitude of brands

on how much they care about people,

society and the planet.

Deep skepticism among many consumers still existsafter years of brand campaigns, initiatives, and programs

intended to demonstrate that the brands in question really

care.

Often these ‘long-term goals’ and vague promises become

white noise: consumers have learned to tune them out, or

simply take them as a given.

Now, consumers are keen to see brand care and purpose

expressed where it really counts.

So if brands really are lifestyle assistants, or if they really

do care about the Big Problems we face as global citizens,

shouldn’t their (flexible) pricing reflect this?

WHY NOW?






According to EUR and US consumers, only 5%

and 9% respectively of brands make a meaningful

difference in people’s lives. Poll global consumers

and that figure rises – to 20%.HAVAS, JUNE 2013






2. New World, NewExpectationsThe online world has primed consumers

to EXPECT flexible pricing. And a host of

agile startups are both willing and able

to deliver.

Online, pricing is different. Ultra-flexible, dynamic,

personalized and transparent. Now, the online space has

primed consumers to bring those expectations with them

everywhere.

Meanwhile, a new generation of startup CLEAN SLATE

BRANDS – lacking the legacy infrastructure of their

established competitors – are more able to roll out flexiblepricing in an (near) instant.

It’s a short walk from consumer expectation of more

flexible pricing, to consumer embrace of SYMPATHETIC

PRICING.

Now check out the Featured Innovations that follow, divided

into three categories of SYMPATHY.

WHY NOW?


http://trendwatching.com/trends/cleanslatebrands/









1. PAINKILLER PRICING


Discounts that target lifestyle pain points.






PAINKILLER PRICING: FEATURED INNOVATIONS

Uber

Taxi app gives discounts to travelers hit bytransport disruption in London and Boston


https://www.uber.com/










Brahma #Movimento11

Discounts help Brazilian football fans watchthe start of the World Cup


http://www.movimento11.com.br/










Noosa International Resort

Hotel room discount if it rains on Australia’s‘Sunshine Coast’


http://www.noosainternationalresort.com/










The Wolf & IFree drinks for patrons with parking ticketsin Melbourne


http://thewolfandiwindsor.com.au/










BGHDiscounts on air conditioning for hotapartments in Argentina


http://www.bgh.com.ar/Hogar_Personas.aspx










OtasukeJapanese pub offers discounts to baldingcustomers


http://in.reuters.com/article/2014/05/09/japan-restaurant-bald-idINKBN0DP05820140509









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2. COMPASSIONATE PRICING


Discounts that offer a helping hand at a difficult time.






COMPASSIONATE PRICING: FEATURED INNOVATIONS

Community ShopDiscounted products for less affluent Britishconsumers


http://community-shop.co.uk/










PressfoliosService goes free for laid off New Jersey journalists


http://pressfolios.tumblr.com/tagged/Layoffs












Tienda AmigaShops in Madrid give discounts to theunemployed


http://hortaleza.tomalosbarrios.net/










GrouponDiscounted onions in response to high onionprices in India


http://www.groupon.co.in/deals/shopping/Groupon-India-Onion/408055









3. PURPOSEFUL PRICING


Discounts in support of a shared value or belief.






PURPOSEFUL PRICING: FEATURED INNOVATIONS

CorendonDutch airline offers cheaper flights to Russiafor gay rights activists


http://www.corendon.com/en-EN










RATPFree public transport in Paris to combatpoor air quality


http://www.ratp.fr/en/










Easy TaxiDiscounts for solo Filipino women highlightphysical assaults


http://www.easytaxi.com/ph/













1. Event Tie-upsA SYMPATHETIC PRICING play is the

perfect opportunity to tie-up with a big

event: think sports, TV shows, national

holidays and more.

Which brand will be first this summer to

offer a discount to consumers whose

team has just been knocked out of the

World Cup?

NEXT








NEXT

3. Internal SympathyIn March 2014 Japanese electronics

firm Panasonic said it would payworkers in China more to compensate

for high pollution levels.

Truly forward-thinking brands will be as

SYMPATHETIC to their staff as they are

to their customers.








NEXT

5. [Insert your own]PricingThe La Petite Syrah cafe in France

charges customers less if they say‘please’: POLITENESS PRICING.

Go ahead – invent your own HUMAN

pricing play!






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2014 06 Sympathetic Pricing1