Our version of dynamic pricing- a four week experiment.
We’ve never been one for sales, it adds too much pressure to you, the consumer, to buy now and think later and our raison d’être is about consuming what you need and leaving anything else.
You definitely know that we’re partial to an experiment or two, so in that same spirit, we’re launching a Pay What You Feel initiative. The intention is to help us generate some much needed cash to continue driving our business forward on our road to recovery…our version of an old school sales tactic.
Between 20th February and 20th March, we’ll be allowing you to choose what price you pay for some of our bestselling products. There will be four tiers and using our transparency wheel, you’ll see exactly how your contribution helps the health of our business.
Tier 1
Here, you’ll pay for VAT, packaging, raw materials, manufacturing, labour and building costs. This will not cover any of the head office, ecomm, customer service, retail or spa staff or operating costs. We really aren′t in the business of losing money, but stock sold is cash in the bank that we can use to do more good things to move the business forward. Hopefully we will also generate some new lifelong customers too.
Tier 2
By selecting this price, you’ll pay for all of the above, plus the cost of our customer facing staff in store, likewise here, we won’t see any profit with this selection but it goes a bit further to supporting us to recover from years of losses. And if you commit to buy this product from us more than once, we will lock in the price for you for six months.
Tier 3
This is our usual retail price and you’ll be helping the health of the business by selecting this which will cover all of our costs, plus a little more for us to reinvest into the company, our community and our initiatives. As we have shared before, we are still a loss-making business and need to hit scale to make us entirely viable but we are taking the right steps to get there.
Tier 4
This tier goes above and beyond and by selecting it, you’ll be covering all of our costs and then some - the additional 10% we′ve added onto this tier will be used to fuel our free Sauna in Margate. Each year this sauna costs us in the region of £12-30K per year to run including ground rent, staff costs, wood, maintenance, training, cleaning, and repair. This is currently the only free sauna on our coast and we want to do everything we can to keep it that way.
In Rainbows, indeed
Whilst we were thinking of ideas for this initiative, we couldn’t help but think about the time Radiohead did something similar back when they released In Rainbows in 2007. Apart from the record being a seminal exercise in “surprise drops” and striving to change the relationship between the artist and listener, the album was an exploration into mortality and being human.
In Rainbows dropped without any fanfare or build-up press and fans could pay what they wanted.