Customers want choice.
What I thought was really good about BST Hyde Park is the choice of tickets effectively created from nothing (it’s a park).
You can get anything from general standing to terrace seating including hospitality and everything in between including access to different exclusive bar areas.
None are cheap, that’s true but if you’ve got the money for a ticket, there are many opportunities to upgrade your experience in a clear pricing ladder.
Whatever you’re selling, customers like to feel in control of what they’re purchasing and they’re active in their decision-making.
BST could have just had one price bracket - everyone standing in a field but they created opportunities to always have products to upsell.
This is also defensive, if people buy the cheapest tickets, they’re less likely to complain they were at the back or the toilets were awful. Because if they know if they wanted a better experience, they could have upgraded. People are generally happy if they get quality for money at whatever level they pay.
In the shared living sector, customers get it. They expect to pay more for a bigger or better room or flat. But you have to be able to justify it and show it. Square footage doesn’t mean a lot to the general public (and mostly this just means more floor) so you have to look to create choice another way.
#salesexperience #customerjourney #salestechniques
Congratulations! We look forward to popping by! 🥂