Digital marketing agency for smart business growth.
Understanding pricing versus competitors
The team at eDEN Garden Rooms were keen gain a deeper understanding of their pricing competitiveness against the competition. As a premium player within the garden room market, eDen knew that they offered a higher level of specification than the competitors, and were therefore unable to assess their pricing in a true like-for-like manner. Piper were briefed to help unpick the product and pricing conundrum, and bring actionable insights back to the business.
Capturing the specification levels of the eDEN model line-up, against the key competition. This first deliverable proved that eDEN Garden Rooms consistently offered levels of specification that were higher than their direct competitors. This powerful finding allowed a refresh to the sales materials and marketing campaigns, where the focus on quality and high-specification becomes a genuine USP for the business.
Establishing the exact price of each competitor model, on a like-for-like specification basis, proving that the eDEN could offer excellent value compared to the competitors.
This analysis allowed eDEN to develop a strategic price-point, relative to the competition, driving a +10% increase in units sold vs prior year. It has also provided the eDEN sales team with the confidence and knowledge to stress the value of their product lime-up during sales conversations.
Delivering ambitious lead growth
