Inside plants are not homework on volumesConsumption in this country has fallen by 6It may not even suspect load the boat because 104 because only regarded as a party of whitesNo doubt referred to the repair of the damaged pipelineYet most of them would still lose money this yearA technical master position that enthusiasmMathieu Blondel specialist of the firm Arthur dBeing at the crossroads seems to please himOur ability to invest remains very strongPWYW. Behind this new barbaric acronym hides a concept of Anglo-Saxon origin booming: the "Pay what you want". Its principle: let the consumer decide itself what it wants to pay for a service. A way, above all, to talk about itself in times of crisis.
Tested in 2007 by the Group Radiohead proposing users to what they wanted in exchange for the download of his new album, the idea is now his path as a promotional tool. And what are the restaurants and hotels who play in this new form of "fair price".While tourism and recreation are widely cited by consumers among first items of expenditure to reduce.
Snowball effect
For its openness to Singapore last month, the Hotel Ibis (Accor Group) has launched a promotion allowing customers to spend what they wanted. Completed, the initiative has, apparently, a true success. London, the Little Bay restaurant also offered in February to pay what he thought that was worth its dishes. Result: more than 10,000 diners to are pressed to her door, while the establishment appeared in media 30. This British example is currently snowball.
It is because he heard about from a friend that the owner of Tavern Montreal Crescent offers "pay you want it" on weekdays between 11 and 15 hours. It is also in with wind experience that Nicole Bartholomew chose to apply it in his restaurant Armenian Rose of Marmara, in Marseille, at noon Wednesday. With effects that she considers very positive. Of 2 to 3 covered before the initiative in the middle of week luncheon, she moved to 25 or 30 today. Very few customers take advantage of the situation to allow small amounts of money, and most require more wines and coffees. She is also back a good part of the new consumers at night. The Restorer has therefore chosen to extend the formula Friday night for a succession of mezzé, but with a minimum of 15 euros since last week. Other hexagonal institutions follow the same path as the slaughter at Reims, which displays Panel and large banner in front to announce the principle of payment at the discretion of the guest during the week, at the lunch hour.
Next month, it will be the turn of the edition British test the concept. Faber and Faber will launch on April 27 the book by historian Ben Wilson, rightly entitled "what price Liberty" in e-book, downloadable version in PWYW. An experiment conducted six weeks before the release of the book in print that worth, him, approximately 15 pounds. The goal: make ample talk Opus before arriving in bookstores, but also test the elasticity at the price of the application for a digital book format on which publishers still indiscretions.
Increased credibility
Far from anecdotal, the phenomenon has led the very serious and American "Journal of Marketing" to address the issue. Its findings by a team of German researchers, are rather positive. Strengths of the formula: Consumers appreciate the novelty of the mechanism and the power given to him, while easily with the operation. In the cases studied, teachers find that the overall turnover is higher, particularly because of the arrival of new customers. And that the credibility of the vendor may even increase, as the perception of the good quality/price ratio. Another runway as possible: the use of the formula for the launch of new instead of the distribution of samples.
However remains to be seen whether, once adopted, these promotional offers have real effects on the attendance of a site. Because the consumer will be more opportunistic than ever in the coming months. And the customers system seduced in the long term can always turn to community restaurants, Denver to Salt Lake City, operating year-round on this principle. Or use the services of Sandemans New Europe proposing in Berlin, Amsterdam, Madrid or Paris from the towers of which the price, paid guided city through tips, is free.
