Is free to try the way to go?? (Oh, but in exchange for first-party data.)
For those who say discounting just cheapens your brand, the reality at least with food products is that without a discount *most* people are extremely resistant to trying something new.
There is also the reality that organic (and in this case regeneratively grown wheat) ingredients require a price premium to be profitable. So, there is big hump to get over.
IF the product tastes better, people might well pay that premium over and over ONCE they have tried it at price parity.
The German real-world "fair trade" coffee test comes to mind - only when the discount made the fair trade brand equal in price to the conventional labelled coffee, did fair trade fly off the shelf (link in comments).
So, how do you get people to at least try your brand's new to them product?
I'm a big fan of Social Nature which has over a million people signed up ready to try new natural foods by receiving a discount they bring into a store. It's a way to get people used to buying X new product at Y store and boosts the chance that the product will sell through at a rate that keeps them on the shelves of a retailer.
What Paul Lightfoot's Patagonia Provisions is using here is the reverse - Go to X store, buy the product and with a picture of the receipt (and I assume the opportunity to opt-in to ongoing email and/or text communication with the brand), they will reimburse you electronically.
The Aisle tool they are using is new on my radar and definitely worth a closer look. Another notable approach is Makeena which uses receipts for loyalty tracking and more no matter where you buy the product (I believe) off the shelf.
The challenge for smaller brands not yet on a shelf or many shelves is how to get creative with efforts to get people to try your product without selling a deep loss.
That's where the DTC post-check model from GoodCarts comes into the mix.
Today, with the discretionary income crunch, it appears to be a time where deeper discounts are required to get *new* first time customers. The challenge is how to offer those online without all of your existing customers searching Google at check-out and finding codes when they already planned to buy anyway. The codes from GoodCarts aren't public, so check it out and in literally 15 minutes with our Shopify app you can be generating free visibility for your brand (of any size) that day: https://goodcarts.co
Tiffin ✌️, Annalea Krebs 🌎, Karen Frame, Caroline Grace, Heidi Traore, Patrick Sheridan, Corinne Shindelar, Gage Mitchell, Chloë Thomas, Kyle Peters, Kate Fosson, Daniel Scharff, Anthony Corsaro (AC), Kyle Krull, Saida Abdala, Kate LaBrosse, Jordan Buckner
Do you, or could you, shop at Sprouts? We'd like to give you free Patagonia crackers!
Signup for your free box of crackers here: https://lnkd.in/gPshEnAJ (redeemable at Sprouts Innovation Stations)
MCS Expert
4moWhile the construction of non-entanglement FADs could reduce mortality of vulnerable (to entanglement) species. Can you please share/publish the data that indicate that this FAD design will reduce the by-catch of sharks, turtles and other species that associate with fads - entangled rf otherwise. As well as the data that this FAD design will prevent over fishing - and how?