I hope won’t be judged before you finish reading this piece. This is not an attempt to portray the self as an elitist but rather an attempt to express a strong belief that we were created of different ranks. And that we like to receive different services and offers.
Therefore, I believe in keeping high standards high and not prone to indulge in all sorts of brands. I do not believe in lowering the criteria to try and get two for the price of one. This might sound like one of the main pillars of socialism, but it is not among my traits.
This is not just a personal view, as there is an Arabic cultural saying that goes “feed the one who is used to it and leave the one who is craving to try it.”
Some recent personal experiences enforced the conviction. They are related to two different gym experiences.
The first opted to lower prices to attract more, and the other decided to keep its standards and prices high — actually higher than most of the others in the field.
The first was clear in showing how this strategy to achieve a sales target ending up hurting the business and the brand. The latter stayed in a better position.
The concept of lowering prices could end up bringing the brand’s power lower. Not sure if it is a human nature or not, but when we pay a higher price for a service, we treat it with royalty. And when we pay little to get something, we look at it lightly ... it seems.
As for the business, a considerable amount of whatever “profits” would go to finance “repair and maintenance”.
There is a thin line between achieving a sales target and protecting the brand and the level of offered service. Once that line is cut, it would not only be difficult to reconnect, but will also prove expensive.
When the first business lowered its prices, the newer members misused the facilities, thinking that the amount paid gave them the right to act as they wish, while existing users still showed more care in using the facilities and services offered.
The other business, which has the reputation of offering some unique services, refused to even have special offers. Peoples’ perception remained high for the latter, while many “loyal customers” made complaints against the first.
People’s expectations from business are important. Equally important are their hopes of consistency. A few lines from a web posting summarise the perspective: “Consumers are looking for a unique yet consistent experience throughout their interactions with your brand. If someone has a great experience with your product, but a frustrating experience on your website, they will lose faith in your brand.”
Usually, huge efforts are exerted to make a brand. Energy is required to keep that brand in its place or even push it higher. It is important to respect the loyalty of customers, intelligence and trust. People like to see what they can expect.
Back to the first gym, it made many members feel frustrated, and forcing them to continuously complain. The financial returns from lowering the prices allowed more people to come in and brought in some returns ... but that was not that too helpful. When compared to the payments to “fix” what was damaged, it won’t be much.
Most importantly, the brand itself got a hit.
The other gym stayed as is — though it services are not as high as the first one, but has a better reputation. In the final analysis, peoples’ memories and expectations do matter.
