Latest / The Pricing Marketing Podcast with Fexingo: Price Anchoring, Bundling, and Conversion Pricing
How a $10 Wine Sold a $40 Bottle The Chateau Effect
Why do restaurants list a $200 bottle of Bordeaux next to a $40 one? In this episode of The Pricing Marketing Podcast, Lucas and Luna dissect 'the Chateau effect' — a pricing strategy where a conspicuously expensive decoy makes the mid-tier option feel like a steal. Using real data from a Napa Valley tasting room and a 2019 study by marketing professor Dr. Nailya Ordabayeva, they show how a single high-priced item can lift average order value by 23 percent without changing the mid-tier price. Lucas explains why Dollar Shave Club deployed a $9 blade bundle to sell its $6…
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