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← Back to IdeasBeyond Black Friday and Cyber Monday: How to SUPERcharge Your Value Perception in a Price-Obsessed World
Discounts. Free shipping. Flash sales. In today’s hyper-competitive market, it feels like every brand is screaming for attention, wielding price as their primary weapon. Some even fall into the trap of FREE. But while these tactics might deliver a short-term sales bump, they’re a losing strategy in the long run --training customers to expect constant deals, eroding profit margins, and ultimately diminishing the perceived value of your brand.
So, how do you escape this race to the bottom? The answer lies in understanding the deeper drivers that build perception of value – the “SUPER” levers that go beyond mere price.
We’ve identified five key levers that drive consumer perception of value: Social, Useful, Personal, Economic, and Rewarding (SUPER). While usefulness and economic value (saving money) are default drivers for brands, the often-overlooked social, personal, and rewarding drivers offer a powerful opportunity to differentiate your brand and build lifetime customer value.
Tap into the Strength of Social Connections
As humans, we all crave belonging and seek validation from our peer group. Smart brands tap into this powerful evolutionary need by leveraging social drivers of value like social norms, social proof, reciprocity, and community.
As human beings we’re drawn to social norms as safety is in numbers. This is illustrated by Heinz’s “Draw Ketchup” campaign, where they asked Canadians to draw ketchup from memory, and the overwhelming majority sketched forms resembling a Heinz bottle, demonstrating the brand’s implicit social norm for the concept of ketchup.
Similarly, during the COVID-19 pandemic, Dettol leveraged a social value driver by distributing oversized prayer mats in Pakistan, a clever application of the social principle of reciprocity. By addressing a critical community need—safe social distancing during prayers—Dettol provided a thoughtful and culturally relevant solution at no cost to the customer. This act of goodwill likely created a sense of obligation among recipients to "return the favor," encouraging them to trust and prefer Dettol products in the future.
Key stat: Reciprocity framed messages drove 8% lift in intention to purchase in a financial services firm.
Build Ego and Reinforce Personal Values
Consumers increasingly choose brands that reflect their own values, so brands can build value perception by reflecting their customer’s sense of self. . This means moving beyond superficial marketing and demonstrating genuine commitment to principles like sustainability, fairness, and transparency.
In 2011, Patagonia shook things up on Black Friday with a bold New York Times ad that featured one of its bestselling jackets and the stark message: “Don’t Buy This Jacket.” The campaign challenged consumers to rethink their shopping habits, urging them to only buy what they truly need. Amid the frenzy of holiday consumerism, it was a striking declaration of purpose and ethics that resonated with those who share Patagonia’s values, deepening their perceptions of brand value.
Carrefour took a similarly daring approach with its “shrinkflation” campaign, calling out brands on its shelves for quietly reducing product sizes while keeping prices the same. By spotlighting this practice, Carrefour aligned itself with shoppers who value honesty and fairness, positioning itself as a retailer that puts customers first. The move fostered trust through radical transparency, cementing Carrefour’s reputation as a champion of consumer rights.
Mastercard’s Priceless Planet Coalition is another key example of how brands can forge deeper connections with consumers by aligning with their values. As sustainability becomes a top priority for many, the Coalition focuses on restoring ecosystems globally, offering cardholders the chance to redeem loyalty points for environmental causes, such as tree planting and promoting biodiversity. This initiative not only contributes to the planet’s well-being but also strengthens Mastercard’s bond with consumers who care about these issues, ultimately enhancing the brand's value perception.
Leverage the Power of Intrinsic Motivations
Intrinsic rewards tap into our inherent motivations – the desire for accomplishment, personal growth, autonomy, and making a difference. IKEA’s “build-your-own-furniture” model perfectly exemplifies this. The effort invested in assembling furniture creates a sense of ownership and accomplishment, enhancing the perceived value of the final product. This “IKEA effect” demonstrates the power of engaging customers actively in the creation process, even if this makes things more difficult for them.
Similarly, Glossier’s co-creation model, involving customers in product development, fosters a sense of ownership and community, driving brand loyalty and willingness to pay.
Key Quote: “When working with IKEA I was once advised: ‘Do not, under any circumstances, suggest ways of making the IKEA experience more convenient. If you do, we shall fire you on the spot.” - Rory Sutherland, Vice Chairman, Ogilvy UK
Do Extrinsic Rewards Right
While intrinsic rewards are powerful, extrinsic rewards – like exclusive access, gamification, and personalized experiences – can also enhance value perception. However, these rewards must be unique and aligned with your brand identity. F1 Unlocked, a fan membership program created by Ogilvy UK for Formula 1, excels at this, by offering members exclusive access to the sport’s inner world, featuring behind-the-scenes content, immersive digital experiences, and unique rewards. By tapping into fans' desire for VIP treatment and deeper engagement, the program aligns with F1’s aspirational image, reinforcing the brand’s premium positioning and creating a sense of ego-gratifying exclusivity.
Don’t Default to a Discount Mindset
So, how can you apply these principles to your own business?
First, resist the urge to default to discounts. Before slashing prices, explore the SUPER drivers of value. Could you strengthen your brand community? Build your customer’s sense of self efficacy? Connect your sustainability commitments to purchase drivers? In a recent Ogilvy campaign, emails highlighting the tech-savviness of target customers sold 61% more high-end TVs than emails with discount offers. This proves that affirming the unique qualities of your customer, thus building their confidence and reinforcing ego, can massively outperform traditional price-driven tactics.
Key Stat: Emails highlighting the tech-savviness of target customers sold 61% more high-end TVs than emails with discount offers.
Freebies, while tempting, can be a double-edged sword. They train customers to expect something for nothing, eroding your ability to command premium prices. Instead of giving away your product, focus on building a strong value perception by offering customers social connection, aligning with their personal values, and providing rewarding experiences. Think about ways to not give away products, but foster social reciprocity by giving something of value–like Dettol did– and people will buy your product as a result.
In today’s price sensitive world, capturing consumer attention and fostering longer term loyalty requires more than just a lower price. By understanding the SUPER drivers of value, you can increase your customer’s willingness to pay. Escape the discount trap and embrace the powerful psychology of SUPER value drivers.