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In this segment Pau Escrig Felis explains a pricing‑promotion strategy that replaces percentage discounts with low‑cost, high‑perceived‑value gifts. He illustrates the concept with a candle that costs €0.80 to produce but can be sold for €9, showing that gifting such an item creates a larger cost‑value discrepancy than a 10 % discount on a €30 purchase (which saves €3). He advises keeping customer‑acquisition cost (CAC) around 25‑30 % of revenue, especially in campaigns aimed at existing customers (e.g., birthday offers) where acquisition cost is effectively zero. To raise the average order value (AOV), he recommends gifting items worth roughly 20‑30 % of the target ticket (e.g., a €10‑15 gift for a €50 AOV) so customers perceive high value while the merchant’s cost remains low.
