Using behavioural science to strengthen value perception

How do you convince vehicle retailers that paying a premium price represents a good investment for their business?

Leverage the behavioural biases that make the price increase easier to swallow.

We used our METRIC System tool to identify a number of behavioural levers, or nudges, we could use to optimise the copy and design.

The result was a transformed piece of comms, that presented critical information in a format that was easier to digest without compromising on its core objective.

Original Letter

Optimised Letter

Using an annual price rise letter to convince vehicle retailers that paying a premium price represents a good investment for their business.

The Results

A shift in the retail customers' behaviour from one of disgruntlement and resentment to gratitude and compliments on how the change in price had been communicated.