Introduktionspriser

Introduktionspriser is a pricing tactic used when launching a new product or service, where the initial price is set below the standard price for a limited period or to a specific market segment. The aims are to encourage trial, accelerate adoption, and establish a foothold in a competitive market. The term is commonly used in Nordic markets and is often presented as an introductory offer.

The main purpose is to reduce barriers for new customers and to generate early feedback, market share, and word-of-mouth. Introduktionspriser can help a product stand out against incumbents or similar offerings and provide a practical way to test demand and price sensitivity in a live market.

Implementation involves selecting a base price, determining the discount or bundled value, setting eligibility criteria and the duration of the offer, and communicating clear start and end dates. Terms may specify that the offer is available to new customers, first-time buyers, or specific channels. Often, introductory pricing is combined with other launch tactics such as trials or freemium models.

Risks and considerations include potential erosion of brand value if customers come to expect permanent low prices, difficulties in raising prices later, and possible margin pressure. There may also be a risk of attracting bargain hunters who do not convert to long-term customers. Compliance with advertising and consumer protection rules is important, as is having a clear exit strategy and transparent communication.

Evaluating the approach typically involves tracking customer acquisition, conversion rates, churn, lifetime value, and overall profitability to determine whether the introductory period meets strategic goals.