Service Menu Pricing
A particular Manufacturer wanted to update their service menu
pricing boards throughout their entire network. The pricing display boards at each of their Retailers
had become tired and were in need of refreshing.
Interestingly, following the research undertaken the only time a visiting service
customer ever looked at a Service and Repair Menu Pricing Display is when they were sitting in the Customer
Waiting Area and they have nothing else to do but look round.
They then study the menu pricing board and they see all the high prices
displayed which only confirms to customers just how expensive a franchised Retailer is!
Take a quick look at any fast fit centre - see what's displayed in their Customer
At a typical centre all you'll find only three or four
price-led messages confirming to customers that they are getting the best price possible.
In truth, they aren't, but like all clever marketing - it's all in the
So, after some on-site research (where I spent my time simply watching what people
did when they visited service reception and customer waiting areas) it confirmed that complex Service and
Repair Pricing Boards simply say the wrong thing!
Within a month this particular Manufacturer had ordered all their Retailers to remove
and discard Menu Pricing Boards where the boards were then replaced by three or four price-led
How are you changing perceptions within the Retailer
Author: David Inglis
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