One of the most common statements from
Private Label clients is, “But I don’t want my service fee to drive customers
away”. We certainly don’t want your
service fee to drive customers away either, but research has shown that service
fees are not what will drive away your customers. Contrary to what many people believe, a
service fee at the checkout can actually help you increase sales.
“Many have tried and none have
succeeded” are the wise words of our very own Harmon Howe. Harmon has been a rep here for several years and
has seen many clients try to eliminate their service fee by burying it in the
price of the ticket. Unfortunately, this
tactic has proven to be unsuccessful because the inflated ticket price is a
turn-off to the customer. They don’t
even make it to the checkout to find out there isn’t a service fee!
Competitors to the TicketNetwork
Private Label Program have tried the tactic as well, and have also been
defeated by those frugal customers. A
recent article
published in the Wall Street Journal profiled attempts from some of our
competitors trying their hand at “all-in” pricing. Feel free to read the full article, but the
synopsis is that brokers listing their tickets on these exchanges reported significant
losses in the first few months that the pricing change took effect! Years of consumer research led (or mis-led)
to these decisions, as it told them that their customers hated seeing their
final ticket price jump because of a mysterious service fee. Unfortunately for them, consumer behavior
strays from consumer opinion.
1 comment:
'Freeze' ticket program system is very easy for customer because service fee is comfortable for buying.In this cases sells are increased.Boston Red Sox Tickets
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