INSIGHTS FOR WELLNESS ENTREPRENEURS AND BOUTIQUE LIFESTYLE BRANDS
In case of experience based brands, pricing is communication. Even before an individual opens a book, visits a classroom, or enters an establishment, customers are already having expectations about it, which will be created through a single stimulus price. Ironically, or not, price influences the perception of quality, professionalism and trust on the part of people.
Too low will mean commoditized.
Excessively erratic portends indecisive.
Premeditated pricing is self-assuring.
However, it is discounting that most small businesses fail to use as the main growth tool to grow their businesses, undermining margins and brand image.
Price sends a message before your product ever does.
Competing on price is a race to the bottom.
Competing on value builds loyalty.
This is evidenced in Boutique and community-driven businesses. A yoga studio does not get a victory due to it being the cheapest around. It succeeds due to the experience it creates: considerate classes, relaxing locations, and authentic human relationship. These are emotional attachment forging elements, and emotional attachment is a boost to perceived value.
Price resistance reduces when there is value.
THE CORRELATION BETWEEN PRICE AND PERCEIVED VALUE
The more the perceived value, the less price sensitivity the customers have.
This dynamic explains why:
Discount policies → reduced margins and less strong positioning.
Bundling or subscriptions → greater perceived value and stability.
Premium positioning shopper → better loyalty and retention.
Customers are not buying time or sessions.
They are purchasing change, faith, and union.
SUSTAINABILITY AND ALIGNMENT ARE ESTABLISHED THROUGH STRATEGIC PRICING.
Powerful brands do not pose the question, how cheap are we?
They pose the question: what experience are we building, and what is it worth to the right customer?
Intentional pricing captures the right customer, secures profit, and represents the positioning efforts at each point of contact.
Because ultimately:
Pricing isn’t math. It’s positioning.
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