In this approach, a business makes more money by cross-selling products in addition to a fundamental core product. The fundamental core product typically has few features and is inexpensive. It can be improved by adding extra products, which the same company typically sells for more money.
The airline industry, for instance, will charge extra for services like securing a window seat or reserving a row of seats next to one another. Once more, these low-cost airlines are the main practitioners of this optional pricing strategy, in which the carriers charge you extra for each piece of luggage or additional legroom.
Optional product pricing – explained
How does optional feature pricing work?
Creating practical accessories to go along with a product, then cross-selling these accessories to customers based on their purchase, is what optional feature pricing entails. Optional feature pricing is most frequently used by businesses in the technology sector, though it is also possible for other service-based businesses to do so. Typically, businesses create products with few features, such as a basic cell phone or software system. This product is typically priced low by businesses so that consumers feel compelled to buy it.
Companies may cross-sell consumers additional goods after they purchase this item that could improve the performance of the primary item, such as a protective phone case or anti-virus program. When customers buy a product, businesses might encourage them to sign up for a subscription service. Customers frequently give their contact information, such as their phone number or email address, during a transaction, which businesses can use to continue cross-selling accessories for a long time after their purchase.
What is optional feature pricing?
Selling one main product at a lower price while charging more for its accessories is a practice known as optional feature pricing, also referred to as optional product pricing. When customers buy the accessories that go with the primary product, businesses may make more money. For instance, a business might sell a computer for less than the typical market price while charging more for computer accessories like a keyboard and mouse to increase its profit.
Frequently, the accessories that businesses offer have particular uses and capabilities that are exclusive to particular goods and equipment. As an illustration, a company might charge more than usual for a television that only functions with a particular set of speakers. Instead of using generic accessories that a rival may sell, a business may design its products to only use the accessories it sells.
Benefits of using optional feature pricing
The following are some advantages that businesses might experience when using optional feature pricing:
Examples of optional feature pricing
Here are a few instances of how companies charge extra for optional features when marketing their goods and services:
Printers
Since they can sell printer ink for more money when they sell printers at a lower price, businesses frequently engage in optional feature pricing. Manufacturers may feel more confident in lowering the price of printers while raising the price of ink because they are aware that consumers cannot use printers without purchasing ink. Companies may make a lot of money selling ink because printers typically last for several years; this could offset the loss they suffered from selling the printer for less money.
Plane tickets
Airlines frequently use optional feature pricing to provide discounted air travel. They frequently do this to sell airline tickets for less money, then give customers the choice to add ticket add-ons to enhance the comfort or effectiveness of their flight. A consumer may pay more for extra services, such as upgrading to first class, paying extra for a window seat, buying food and drinks, or checking bags, if they buy a roundtrip ticket for $350.
Vehicles
Customers may purchase a car from a car dealership for a relatively low price, and then use optional feature pricing to purchase additional car accessories from them for a higher price. For instance, a salesperson might give a customer a deal on a car, but then upsell them on floor mats and seat covers that are more expensive than the going rate. Customers who buy generic floor mats and seat covers might discover that they don’t fit in their new car, so they might opt to buy the accessories made by the car’s manufacturer instead.
Video games
To compel players to purchase optional gaming add-ons, game developers frequently use optional feature pricing. When compared to other video games, a video game’s base game can be purchased by many users for a reasonable price. Then, to make the game more engaging or exciting, the producer may add extras and add-ons that users can purchase. Customers may need to purchase a number of add-ons to finish the game or these extra features could cost more than the base game.
Phones
The use of optional feature pricing by phone companies is permitted if service contracts are included in their user agreements. Customers might buy a phone for less money and then commit to a two-year service agreement that binds them to paying the phone company a set sum each month. Additionally, producers may create equipment and accessories that work with particular cellular device versions and models. A user might, for instance, upgrade their phone to the most recent model on the market before buying a new phone charger, pair of headphones, and phone case that are compatible with their new device.
Tips for using optional feature pricing
You may want to keep the following in mind when using optional feature pricing at work:
Create accessories that enhance functionality
When using optional feature pricing, it’s crucial to design accessories that consumers will find appealing. Make sure that accessories improve a user’s experience with a product to help you sell more of them. Customers may feel less compelled to buy accessories if they are offered for sale as add-ons that do not improve the value or usability of the primary product. By creating goods that improve upon the original product or its usability, you can encourage customers to buy more products. You could also design accessories that users might need to buy.
Provide samples to users
Many businesses offer users sample accessories so they can later buy the accessory after finishing the sample. As a result, users may believe they need the accessory to maintain improved usability or that they should buy it to maintain the convenience or enhanced experience it provides. For instance, game developers might let users try out a preview of a new pack of games. Users may want to keep playing after the sample ends, which compels them to buy the pack.
FAQ
What are the 4 types of pricing?
Pricing for optional products takes into account both the main product and any optional or accessory products. For instance, a car buyer can choose to order a music system or GPS navigation system or opt out and just purchase a car. Another illustration is a refrigerator that offers an add-on icemaker.
What is the difference between optional and captive product pricing?
Value-based, competition-based, cost-plus, and dynamic pricing are the four main pricing strategies that are frequently employed, depending on the industry and business model in question.
