Case Study: Illuminas reduces discounting and lifts ASP with Greenbook pricing strategy research

Illuminas increases ASP 10% and cuts discounts from 72% to 19% with Greenbook

Illuminas, a marketing technology company, faced a challenge with extreme discounting on its core product and a packaging strategy that was not resonating with customers. They anecdotally heard their pricing was significantly higher than competitors and that price was the primary reason they were losing deals. The vendor Greenbook was engaged to help address this.

Greenbook implemented a quantitative online survey utilizing Kano Q-Sort, MaxDiff, and Gabor-Granger pricing exercises to diagnose feature importance and price sensitivity. As a result of the insights provided by Greenbook, the client completely redesigned its packaging and reset all list prices. This led to a 10% increase in average selling price, a reduction in average discounts from 72% to 19%, and a 76% increase in the use of standard packages over custom bundles.

Illuminas