Additional information of examples and brands mentioned on Chapter 3: Not everyone wants to buy cheap.
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IKEA “Un cero de más” (One more zero)
Video from the experiment made by IKEA in Madrid, where added one more zero to a mattress to see customers reaction , going from €449 to €4490.
This business sells construction materials and started to sell packed sand instead of bulk. All expectations were exceeded. Clients are willing to pay for more benefits: Canaima.
Samurai Easy Gliss iron
Iron that despite its high cost, is bought by people with limited income, demonstrating that quality is not only seek by high-income people: Samurai Easy Gliss.
Geek Squad is a business unit from Best Buy, specialized on technical support to users, with an innovative way to present its services. Their promise: We take care of your technological needs. Services: Geek Squad.