The fallacy of a good deal

Posted on Feb 18, 2018

A few weeks ago I was searching to buy new snorkels. I started on google and once i’d decided on the one I wanted I ended up on a big name retailers website.

The website I ended up on is sometimes the cheapest place to buy many products.

I was very close to purchasing from them. But after a bit more googling I found the same product available at another retailer for far less money.

It made me think about the perception we build about a brand and how it influences our interaction with them in the future.

I, like many others, had in the past found that products in their store were a lot cheaper than elsewhere. This made me believe that, if they stocked the product i was after, then this was always going to be the cheapest place when buying online.

In days gone by we had price comparison websites such as kelkoo. I can’t quite remember if they searched ‘whole of market’, but it (and others) were the go-to places for finding a good deal online.

Nowadays, a brand can often gain loyalty by providing a good enough service for long enough that users no longer bother to check the competitors.