Rethink Price Discounting –Farquharson/Tedesco

Now, consider a $100, on-demand print job. Does it really matter if the price is $110? It might, but most people buy based on something other than price down at this price point. Turnaround, convenience, perceived quality and previous experience are the real differentiators. The nice thing about customer affinity programs is, if you get pushback on a $10 price premium, you can easily create a 10 percent affinity discount that removes the price barrier.