If I Can’t Find The Price, How Can I Pay For It?

If I Can’t Find The Price, How Can I Pay For It?

How on earth do these sorts of things happen? Complication. The opposite of simplification.

When I go into any store, I like to know what things cost. That sounds common sense enough, right?

Well, it wasn’t to a national retail chain (not automotive). This certain retail chain had four — FOUR — prices on almost every product. There was a price for this membership level, a regular guy price, some other price and a fourth, yet-to-be-understood price. So you could imagine the confusion created when someone went into this store and actually tried to buy something.

To make matters worse, the checkout process was S-L-O-W. How slow? So slow that whenever I entered this retail store, I thought to myself:

Why am I doing this to myself?

How long will it take this time?

I’m never coming in here again.

I’m serious this time.

The chain has recently radically revamped its pricing structure to “fix the glitch.”

But as it turns out, they’re not the only ones making it difficult for people to buy from them.

A friend of mine recently told me about a discount brand name clothing store. You know the kind, where you have no idea what kind of clothing gold lies amongst its aisles and for ridiculously low prices?

I go in recently to gaze upon all the incredible price-to-amazement ratios. What did I find? Jackets, for example, that were — yes — 50 percent off the MSRP. But the MSRP was $500 to begin with. I peruse the aisles, look at all the relatively high prices and promptly walk out, thinking, “Hey, I gave it a shot.”

I text my buddy. “Hey, buddy. These clothes ain’t that cheap!”

His reply: “No, the price is 60 percent off that price. They don’t tell you that.”

What? They don’t tell you that? We go from four prices to one price that isn’t actually the price?

How on earth do these sorts of things happen? I’m glad you asked. Complication. The opposite of simplification. Complications are fantastic on timepieces, but they are business killers.

In their new book, Simplify: How the Best Businesses in the World Succeed, entrepreneur Richard Koch and venture capitalist Greg Lockwood reveal what makes the most successful businesses in the world successful: They simplify. They simplify on either price — a budget airline that strips away all the extras, or “proposition simplifiers,” whose products consumers are eager to pay a premium for because they’re so easy to use.

Consider it another way, could someone outside the automotive aftermarket understand your value proposition, pricing and offerings in 10 seconds or less? 

You May Also Like

GPC Reports 2023 Results, Announces Global Restructuring Program

The restructuring includes a voluntary retirement offer in the United States.

Genuine Parts Co. (GPC) reported full-year 2023 sales of $23.1 billion, a 4.5% year-over-year increase.

Net income was $1.3 billion, or $9.33 per diluted share, an increase of 12.3%.

Full-year net sales in the Automotive Parts Group, which includes NAPA Auto Parts, were $14.25 billion, up from $13.67 billion in 2022.

Fourth-quarter automotive sales were up nearly 1% to $3.5 billion.

AutoPartSource/Momentum USA Receives O’Reilly’s Sales & Service Award

This is the second year in a row that O’Reilly has honored AutoPartSource/Momentum USA with the award.

Momentum USA OReilly
Kalitta Motorsports, Dayco Announce Partnership, Distributor Agreement

Dayco will have branding on J.R. Todd’s DHL GR Supra funny car, and Kalitta is the exclusive at-track distributor of Dayco 11-mm racing blower belts for nitro engines.

Dayco Kalitta
Auto-Wares Recognizes Six Companies with Supplier Awards

DRiV received the 2023 Supplier of the Year Award.

DRiV Auto Wares

Other Posts

NPW Adds Automotive Installers Warehouse to its Network

AIW has been an NPW customer since 2013.

O’Reilly Honors DMA with 2 Awards at Leadership Conference

DMA took home the Content and Omnichannel Award and the Marketing and Advertising Award.

DMA O'Reilly
VIPAR Heavy Duty Supplier Advisory Council Reviews Performance, Strategy

At its semi-annual meeting, the council discussed current and expected market conditions and opportunities.

VIPAR Heavy Duty
MANN+HUMMEL’s NA Aftermarket Brands Support Right to Repair

The Right-to-Repair movement has gained momentum in recent years.

MANN+HUMMEL Right to Repair