Customer retention: RUB study on price reduction
Good negotiators save an average of five percent in their favourite shop
A skilful negotiator can save a lot of money when shopping in his favourite store. This was found out by researchers at the Ruhr-Universität Bochum (RUB) in a large-scale study. An extra five percent discount is, on average, no problem - as long as you know how to use your customer loyalty as a trump.
The credo turned on its head
For loyal customers, the price is not so important – at least, that was the credo in marketing and sales up to now. The recently published study by the Bochum scientists Prof. Jan Wieseke, Sascha Alavi and Johannes Habel of the Faculty of Economics at the RUB has turned this perception fundamentally on its head: “Many customers consciously play out their loyalty in price negotiations, and thus gain an extra five percent discount without any problem” says Wieseke. When buying a car worth 30,000 Euros, a buyer thus saves up to 1,500 Euros without any great effort.