Virgin Pure raises its subscription price by more than 15%.
With a price test for its water dispenser subscription, Virgin Pure checked how far the price could rise. The highest purchase intent was above the previous price.
+15%
subscription price
4
prices in the test
3,574
people in the test
3 weeks
to the decision
Starting question
UK-based Virgin Pure offers a water dispenser on a monthly subscription. In a volatile market, it was unclear whether a price increase would make demand collapse and how far the price could rise.
Variants
Four prices for the monthly subscription: £29.99, £32.99, £34.99 and £39.99, each seen by its own group from the target audience.
Delivered through Facebook and Instagram: 3,574 people, seven days in the field.
Result
The highest purchase intent was at £34.99. The higher price did not come at the expense of demand.
Decision
Virgin Pure raised its subscription price by more than 15%.
The insights provided by Horizon enabled us to implement an astonishing 15% price increase with confidence.
Simon Vingoe, Former Marketing Director, Virgin Pure
A price the customers go along with.
Tested in the target audience's usual online environment, before the price change reached the market.
Related cases
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