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Background
Venice Body, a renowned brand in the skincare market, sought assistance from Aybee to boost sales by optimizing the pricing strategy of their best-seller product, “Self-Tan Drops.”
The primary objective was to identify the optimal price point among three options: the current price of 35.99€, a lower price of 24.99€, and an intermediate price of 32.99€. Additionally,Venice Body aimed to enhance the perceived value and competitive edge of their product against top competitors.
Übrigens: Alles rund um Marktforschung auf einen Blick gibt es in unserem Marktforschung ABC
Business Questions
- Should Venice Body decrease the price from 35.99€ to 24.99€ or 32.99€
- How can Venice Body improve their product to increase sales?
- How does Venice Body’s product compare to the main competitors?
Methodology
Aybee did a pricing test with three prices: 35.99€, 24.99€, and 32.99€. This test was done using a monadic method, meaning each person only saw one price to keep it fair. Here’s how it worked:
- 600 people took part, with 200 people seeing each price.
- Each person was shown just one price to avoid any bias.
- This helped us see how different prices affect what people decide to buy.
By using this method, we got clear results about which price people liked best.
Results
The analysis revealed that maintaining the price at 35.99€ generated the highest revenue.Lowering the price did not lead to increased sales volume sufficient to compensate for the lower price, indicating that consumers valued the product’s quality at the higher price point.
Detailed Insights and Recommendations
From the test results, it became evident that a price reduction was not the optimal strategy.Instead, the focus should be on reinforcing the product’s superiority to justify its premium pricing. Here are the detailed insights and recommendations:
- Product Superiority - Consumers value the quality of Venice Body’s “Hyaluronic Self-Tan Drops,” noting its low margin of side effects, premium packaging, key benefits, and ease of integration with daily skincare routines. The product’s unique formulation with hyaluronic acid and its dual benefits of self-tanning and anti-aging make it stand out in the market.
- Marketing Communication - Emphasizing the anti-aging benefits and hyaluronic acid content in marketing materials can further enhance perceived value. Highlighting these aspects in the primary and secondary images can effectively communicate the product’s superiority.
- Visual Strategy - Venice Body has already initiated a change by updating the primary image to emphasize the anti-aging effect using a magnifying effect on the packaging. This strategy should be extended to include redesigned secondary images to showcase the ease of mixing the product with daily skincare routines and to highlight the product’s key benefits.
- Competitive Positioning - To strengthen competitive positioning, Venice Body can draw inspiration from competitors like Asam and Garnier, who effectively communicate product benefits through visual strategies. Through our test environment, we know the drivers and barriers for each competitive product. Weal ways know why consumers buy brand A, B, or C. Using this knowledge, Venice Body can refine their messaging and marketing strategies to better compete in the market.
ROI Case for Venice Body
Background
In the first week of May, Venice Body collaborated with Aybee to conduct a pricing A/B/C test and implement recommended changes to their product’s primary and secondary images. The aim was to optimize the pricing strategy and enhance the perceived value of their best-selling “Hyaluronic Self-Tan Drops.” This case study evaluates the return on investment (ROI) resulting from these interventions.
Investment and Costs
- Total cost: 3.000€
Revenue Analysis
- Revenue in March & April (Before the test): 52,252€
- Revenue in June & July (After the test): 67,400€
The implementation of the recommended changes resulted in an increase of 15,148€ in revenue over the two months following the changes.
By investing 3.000€ in a pricing test and implementing strategic changes to their product images, Venice Body achieved a significant increase in revenue, resulting in an ROI of 405%within 2 months. This clearly demonstrates the value of the test and the effectiveness of Aybee’s recommendations in driving sales and enhancing the product’s market performance.
The success of this case study highlights the importance of continuous optimization and strategic marketing in achieving business goals. Venice Body’s collaboration with Aybee notonly optimized their pricing strategy but also provided valuable insights into consumer behavior and market positioning. This approach can serve as a blueprint for other companies looking to enhance their market performance and achieve high returns on investment.
🏔️ CHALLENGE
A major retailer was pressuring KoRo to shrink their top-selling dried strawberry product from 350g to 100g, convinced a lower price point was the only way to win in their stores.
♟️ CLIENT'S HYPOTHESIS
The retailer's assumption: a smaller, cheaper package would inevitably lead to higher sales volume and broader customer appeal in the competitive retail environment.
💰 AYBEE TEST RESULTS
While the smaller pack initially attracted more customers in absolute numbers, our behavioral simulation proved it was a financial trap. KoRo would have lost 50% of their total revenue by making the switch to 100g packaging.
📊 ACTION POINTS:
Resist the switch to 100g — it's not a viable primary product format for sustaining revenue, though downsizing may be reconsidered for strategic purposes long-term (e.g., trial sizes or promotional bundles).
✅ OUTCOME:
We empowered KoRo to reject a costly demand with confidence. By protecting their hero product with data-backed evidence, the 350g format went on to become their #1 top performer, securing both margins and market leadership.
Key Details
- Client: KoRo (DTC Food & Snack Brand)
- Industry: FMCG
- Market: Germany
- Use Case: New Product Launch Strategy
- Participants: 1,200 shoppers across Germany
The Full Story
The Pressure Point
KoRo, a leading direct-to-consumer food and snack brand, faced a critical decision when launching their bestselling dried strawberry pack into retail. A major retail partner insisted that the existing 350g format (priced at €28.69) was too large and expensive for their shelves. The retailer believed that a smaller 100g version at €8.99 would drive higher conversion rates and appeal to a broader customer base.
On the surface, the logic seemed sound: lower price equals lower barrier to purchase. But KoRo knew that assumptions in retail can be costly. Before committing to production, they partnered with Aybee to validate the strategy in a realistic buying environment.
The Test
Aybee designed a behavioral product simulation with 1,200 participants across Germany, mimicking an authentic shopping journey. The test compared two scenarios in a competitive retail context:
- Scenario A: 350g pack at €28.69
- Scenario B: 100g pack at €8.99
Every interaction was tracked—from initial product interest to final purchase decision—giving KoRo a complete picture of real shopper behavior.
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The Surprising Truth
The results revealed a critical insight: interest does not equal revenue.
While the 100g pack attracted 28% more initial clicks compared to the 350g version (28% vs. 22% opening rate), it failed to convert more customers. The larger 350g pack delivered:
- Higher buying rate: 19% vs. 21% (in favor of 350g when adjusted for conversion)
- Superior conversion rate: 84% vs. 75%
- Nearly double the revenue: €1,090 vs. €530 per 100 shoppers
The perceived value of the larger pack—despite its higher price—resonated more strongly with shoppers. The 100g version would have required 2x the sales volume just to break even with the 350g format, an unrealistic expectation given margin pressures and operational complexity.
The Decision
Armed with definitive data, KoRo confidently pushed back against the retailer's demand. Instead of downsizing their hero product, they:
- Focused on the 350g size as their flagship SKU
- Positioned the 100g pack strategically (e.g., as a trial format or add-on, not a replacement)
- Protected their margins and market leadership
The Impact
By trusting the data over assumptions, KoRo avoided a decision that could have cost them 50% of their revenue. The 350g product became their top-performing SKU, proving that higher price points can win when the value proposition is clear.
As KoRo's team put it:
"Without testing, we would have launched the wrong format. With Aybee, we made the right decision—before production even started."
Why This Matters
This case study demonstrates a critical truth in product strategy: what attracts attention doesn't always drive revenue. Retailers and brands often assume that lower prices automatically lead to higher sales, but consumer behavior is more nuanced.
Aybee's behavioral simulations allow brands to:
- Test assumptions before committing to production or advertising
- Understand the full customer journey, not just initial interest
- Make confident, data-backed decisions even under external pressure
Curious what drives conversion for your product?
With Aybee, test visuals, formats, or messages in a real buyer environment—before you invest in production or advertising.
