I’ve been ‘hemming and hawing’ about this for some time now…
But we finally decided last week to reduce the price of PUMP In-Ear from £100 to £69 (about US$104 / EUR€97 as of today’s exchange rate).
Well, it’s a reality that a large part of any products price has to cover such things as advertising costs, also known — in rather boring business speak — as “customer acquisition costs”.
We’d priced PUMP previously at exactly £100 (rather than £99, or £99.99, or whatever) for two reasons:
To (hopefully!) cover the customer acquisition costs and;
By placing it in the ‘3 figure’ price bracket, we hoped to convey the quality of the product (or in business speak “demonstrate perceived value”)…
Well… even though blindfold tests have shown — and continue to show — that PUMP outperforms leading brands, I’ve had to concede that as we are not widely “known” yet, we need to be much more price competitive.
It’s been suggested to us enough times now by retailers and distributors that it’s finally sunk in…
We need to “go in cheap(er)” in order to really get the brand and products out in to the World.
If that means losing money on each sale after “customer acquisition costs”, “distributor and retailer margins” and so on, then (within reason) so be it!
So today I am officially announcing the price decrease:
PUMP Audio In-Ear are now 31% cheaper than they were last week at just £69.00!
All the best,