AVB CMO John White introduces the group’s exclusive new promotional tool for price transparency.
New Price Netter tool announced at Convention 2024
By Alan Wolf, YSN
One of the tactics that national chains have adopted is stacking some of their appliance promotions together, making it difficult for customers to determine the true price of a product and putting independent dealers at a disadvantage.
In response, AVB has tackled the challenge of presenting an item’s instant and mail-in rebates separately, which had precluded members from communicating a net price. The group’s new Price Netter feature, in development since March, can now stack both types of promotional offers in order to show the customer a final checkout price that includes their discounts.
A first for the independent channel, the new technology will go live in October and will be loaded for members by AVB Marketing.
“This is a big one,” said AVB Chief Marketing Officer John White, in introducing Price Netter during his Convention 2024 keynote address. “This is something that’s unique to this group that’s not available anywhere else in our space.”
Citing its “incredible functionality,” White noted that Price Netter will allow AVB’s merchandising team to load anything with an instant savings onto a member’s website and show the customer the discount, the promotion’s end date and the product’s net price.
In addition, Price Netter will automatically reflect the increase in rebate amount as a customer adds additional items to their purchase, he said. And, in another first from AVB, the technology can also factor in any mail-in rebates when customer sees the final price in their cart.
What’s more, Price Netter can also incorporate a combination of promotional offers, be they multiple instant rebates or separate mail-in rebates through BrandSource and a manufacturer. “It will automatically net all that pricing off and show what the final price is,” White said.
“The one thing about all these offers is they’re confusing,” he added. “The customer cannot figure out what they’re paying at the end of the day. This technology will do it for them.”
YSN publisher AVB BrandSource is the nation’s largest merchandising and marketing co-op for independent appliance, mattress, furniture and CE dealers.
