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Main Findings
Bait-and-switch is a deceptive sales tactic that involves advertising a product or service at a low price or with attractive terms to lure customers in and then substituting it with a more expensive or less desirable alternative.
The purpose of bait and switch is to increase sales and profits by upselling or cross-selling customers to products or services that have higher margins or lower costs.
Bait and switch is a deceptive marketing strategy that involves advertising a product or service at a low price to attract customers, only to later substitute it with a more expensive or lower-quality alternative.
It is often considered unethical and illegal, as it violates consumer trust and can result in legal consequences.
What is bait and switch?
Bait and switch are a two-step process that consists of the following elements:
The bait
This is the initial product or service that is advertised, usually at an unbelievably low price, and is designed to attract potential customers. This bait could be promoted through various channels, such as television or radio ads, online marketing, and print advertisements. The goal of the bait is to spark the interest of consumers and lure them into the store or online platform.
The switch
When the customer shows interest in the bait, they are informed that the advertised product is unavailable for reasons like it has been sold out, or it’s of inferior quality, etc. The seller then attempts to switch the consumer to a more expensive product or a product of similar value but with a higher profit margin.
Why do businesses use bait and switch?
The main purpose of bait and switch is to lure customers in and upsell or sell them a different product or service. It often involves advertising a popular or highly discounted item to create excitement and draw customers to the business.
Some possible reasons why businesses use this tactic are:
- To increase sales and profits by selling higher-margin products or services.
- To clear out unwanted inventory or old models by making them seem more attractive than they are.
- To gain a competitive edge over rivals by offering seemingly unbeatable deals.
- To create a sense of urgency or scarcity among customers by claiming limited availability or time-sensitive offers.
Formula for bait and switch
There is no definitive formula for bait and switch, as different businesses may use different variations of this tactic.
However, a general formula could be:
- Advertise a product or service at a very low price or with very attractive terms.
- Make the offer seem legitimate and appealing by using persuasive language, images, testimonials, etc.
- Limit the availability or duration of the offer by using phrases like "while supplies last", "limited time only", "one per customer", etc.
- When the customer arrives at the store or website, inform them that the offer is no longer valid or available.
- Persuade them to buy a different product or service that is more expensive or of lower quality by using techniques like comparison, contrast, scarcity, social proof, etc.
How to calculate the cost of bait and switch
The cost of bait and switch can be measured in different ways, depending on the perspective of the seller or the buyer.
For the seller, the cost of bait and switch could include:
- The cost of advertising and promoting the bait product or service.
- The cost of legal fees and penalties if sued for false advertising or fraud.
- The cost of reputation damage and customer dissatisfaction if exposed or caught.
- The cost of lost sales and opportunities if customers leave or boycott the business.
For the buyer, the cost of bait and switch could include:
- The cost of wasted time and money spent on pursuing the bait offer.
- The cost of paying more than expected or receiving less than desired for the switched product or service.
- The cost of emotional distress and frustration caused by the deception.
- The cost of opportunity loss if they miss out on better deals elsewhere.
Examples
Some of the most common bait-and-switch examples are offering one price and switching to another and offering one product and switching it out for an interior one. For instance, let's say you see an ad for a brand-new smart TV. The TV usually costs $400, but it's advertised for $100.
You decide to buy it and go to the store, only to find out that the TV is out of stock or has some defects. The salesperson then tries to convince you to buy a different TV that costs $500 or more, claiming that it has better features and quality.
This is a classic example of bait and switch, where the seller uses a low-priced item as bait to lure customers in and then switches them to a higher-priced item.
Another example of bait and switch is when a car dealership advertises a low interest rate for financing a car purchase, such as 0% APR. However, when you go to the dealership, you find out that the rate is only available for a very short term, such as six months, or for people with excellent credit scores.
The dealer then offers you a higher interest rate or a longer term, which will increase the total cost of the car. This is another form of bait and switch, where the seller uses a teaser rate as bait to attract customers and then switches them to a less favorable deal.
Limitations
Bait and switch tactics have several limitations that make them risky and ineffective in the long run.
Some of these limitations are:
Legal consequences
Bait and switch is considered a form of false advertising and fraud in many countries, such as the U.S., Canada, Australia, and the U.K. Businesses that use this tactic may face lawsuits, fines, penalties, or even criminal charges for deceiving customers, and violating consumer protection laws.
Reputation damage
Bait and switch can also harm a business's reputation and credibility among customers and competitors. Customers who feel cheated or misled by bait and switch may lose trust in the business and spread negative word-of-mouth or online reviews.
This can damage the business's brand image and customer loyalty, as well as deter potential customers from buying from them.
Customer dissatisfaction
Bait and switch can also result in customer dissatisfaction and frustration, especially if they feel pressured or coerced into buying something they do not want or need.
Customers who buy the switched product may regret their purchase or experience buyer's remorse, which can lead to returns, refunds, complaints, or disputes. Customers who do not buy the switched product may feel disappointed or angry, reducing their satisfaction and retention.
Conclusion
Bait-and-switch is a deceptive sales tactic that involves advertising a product or service at a low price or with attractive terms to lure customers in and then substituting it with a more expensive or less desirable alternative.
The purpose of bait and switch is to increase sales and profits by upselling or cross-selling customers to products or services that have higher margins or lower costs. However, bait and switch has many drawbacks, such as legal risks, reputation damage, and customer dissatisfaction.
Therefore, businesses should avoid using this tactic and instead focus on providing honest, transparent, and value-added offers to their customers.
References
- Wikipedia. Bait-and-switch. https://en.wikipedia.org/wiki/Bait-and-switch
- Investopedia (2022). Bait and Switch: Definition, How Strategy Works, and Tips to Avoid. https://www.investopedia.com/terms/b/bait-switch.asp
- Britannica. Bait-and-switch. https://www.britannica.com/topic/bait-and-switch
- Competition Act (R.S.C., 1985, c. C-34). https://laws-lois.justice.gc.ca/eng/acts/C-34/
FAQ
“Bait and Switch” is considered a form of retail sales fraud and has been deemed unethical by consumer protection agencies since the early 20th century.
In marketing, a seller advertises an item with the intention of getting customers to come into their store or website, only to then offer them another product at a higher price.
A retailer might advertise a high-quality product at a low price to attract customers. When the customers arrive, they find that the advertised product is not available, and they are instead directed towards a similar but more expensive product.
Businesses that employ “Bait and Switch” tactics risk damaging their reputation, losing customer trust, and facing legal consequences.
Consumers can protect themselves by doing thorough research, reading reviews, and being wary of deals that seem too good to be true.
