A recent press release sent out by a PR firm representing Brother has been advising retailers on how to upsell, persuading consumers to opt for more expensive devices in order to simultaneously sell more consumables.
As Choice reveals, the PR firm’s press release offered retailers “a short lesson in ‘the art of the upsell’”, with the goal being “to sell customers more ink cartridges – and, presumably, more expensive ones”.
Apparently, customers who purchase pricier printers increase their “attach rate” to the product they are buying, meaning they are more likely to own it for a longer duration of time “and therefore buy more ink from Brother over time” than jettison the device and shift to a different brand.
“It’s simple consumer psychology,” declared Brother’s Sales Manager, Julie Woodward, in the press release. “Customers who spend more now, are more likely and willing to spend more later on, as opposed to simply replacing the machine itself.”
“When a customer commits to spending more on a high-end product, they are far more likely to invest money to maintain the machine on a long-term basis,” she continues.
“Focusing on products that will require customers to purchase and repurchase consumables will do just that.”
“Selling high-end models also proves to have a positive environmental impact,” the media release goes on to say.
