AutoZone Strikethrough Pricing

AutoZone Strikethrough Pricing

Timeline: 3 months

Roles: User Researcher, UI designer

Tools: Figma, Baymard

Mockups of the OpenTable App
Mockups of the OpenTable App

Introduction

Introduction

Introduction

AutoZone, a leading retailer of automotive parts and accessories, trusted me to enhance the effectiveness of its sales presentation by shifting user focus to the sales strikethrough pricing treatment while considering the impact of core deposits for batteries on the sales design. This project outlines the design process, including A/B testing, to achieve a 58% increase in conversion rate for products on Strikethrough Pricing vs without.

The Opportunity

The Opportunity

The Opportunity

The primary goal was to optimize the sales presentation by highlighting the strikethrough pricing treatment to attract users' attention effectively. Key objectives included:


  • Shift user focus to sales strikethrough pricing treatment.

  • Compare store sales treatments to identify areas for improvement.

  • Accommodate core deposits for batteries without deviating significantly from existing designs.

The Solution

The Solution

The Solution

Through A/B testing, store sales comparisons, and strategic design considerations, AutoZone successfully optimized its sales presentation to emphasize the strikethrough pricing treatment, enhancing user engagement and sales effectiveness. By aligning digital designs with successful store treatments and integrating core deposits seamlessly, AutoZone achieved a cohesive and impactful sales presentation that resonates with users while addressing unique business requirements.  

The Research

Comparisons

Comparisons

Comparisons

Best Buy

Over a duration of two years, Best Buy has made minimal adjustments to their strikethrough pricing approach. The primary alteration involves a shift in terminology, with the previous indication of "Reg $200.99" being replaced by "Was $799.99." This change appears to offer clearer communication to consumers. While "reg" might imply a regular, non-permanent price, the term "was" more explicitly conveys the idea of a previous price, followed by a new, discounted price. This adjustment is likely less confusing for consumers, as it succinctly communicates the price difference.

Lowe's

Lowe's implemented a subtle change in their pricing display. Previously, to illustrate the price difference, they would feature the strikethrough price, the new price, and the percentage off in a vibrant green to highlight the savings. Now, they opt to display the actual amount saved rather than the percentage. Additionally, some products now indicate the end date of the sale. This adjustment addresses a common consumer challenge: overestimating the value of a percentage discount. By showing the dollar amount saved, Lowe's provides clearer and more actionable information for shoppers.

Walmart

Walmart has undergone notable revisions in their strikethrough pricing approach. They removed the accompanying word “list” and, in addition, highlighted the new price by coloring it green. Despite these adjustments, the overall size of the discounted price has remained unchanged over the past two years

Why did I compare?

Since research was completed for a clearance badging from 2 years prior to my ticket, I decided it would be a good idea to fully understand why decisions were made and how they progressed. I didn’t want to make the same mistakes as other companies and I also didn’t want to do something that is considered outdated. We also had to keep clearance badging in mind because it is often that strikethrough pricing and clearance go hand and hand frequently.

Core Deposits

Background on Core Deposits

In the context of auto part retailers, "core deposits" refer to a practice where customers are charged an additional fee when purchasing certain products, such as automotive batteries, that contain reusable components known as cores. When a customer buys a product with a core deposit, they pay an initial price that includes both the cost of the item and the core deposit fee. The core deposit fee acts as a form of incentive for customers to return their old or used components, such as the old battery, alternator, or starter, when purchasing a new replacement part. Once a customer returns the core, they are typically refunded the core deposit fee they paid at the time of purchase. 



In the context of auto part retailers, "core deposits" refer to a practice where customers are charged an additional fee when purchasing certain products, such as automotive batteries, that contain reusable components known as cores. When a customer buys a product with a core deposit, they pay an initial price that includes both the cost of the item and the core deposit fee. The core deposit fee acts as a form of incentive for customers to return their old or used components, such as the old battery, alternator, or starter, when purchasing a new replacement part. Once a customer returns the core, they are typically refunded the core deposit fee they paid at the time of purchase. 



In the context of auto part retailers, "core deposits" refer to a practice where customers are charged an additional fee when purchasing certain products, such as automotive batteries, that contain reusable components known as cores. When a customer buys a product with a core deposit, they pay an initial price that includes both the cost of the item and the core deposit fee. The core deposit fee acts as a form of incentive for customers to return their old or used components, such as the old battery, alternator, or starter, when purchasing a new replacement part. Once a customer returns the core, they are typically refunded the core deposit fee they paid at the time of purchase. 



AutoZone's Core Deposits

 In the context of displaying the core deposits on AutoZone’s website, in order to cut out confusion for the customer, the refundable charge and price are displayed in a math equation to show what the customer is paying, and what they can get back.



In the middle of the designing for emphasizing sales, it was unveiled that sales were not displaying when an item has a core deposit. It was up to me to formulate a design that could peacefully coexist with the core deposit indicator. It was important to factor in:


  • SERP (Search Engine Results Page)

  • List View

  • Grid View 

  • PDP (Product Page)

  • All breakpoints

A/B Testing

A/B Testing

A/B Testing

After narrowing down the many iterations I’d come up with, it was time to decide between 2 of the top picks from meeting with other designers

Crazy 8s
Crazy 8s
Priority Matrix
Priority Matrix

After meeting with a multitude of stakeholders, Option 1 was chosen to go into production. 

See it live here!

Crazy 8s
Crazy 8s
Crazy 8s
Crazy 8s
Priority Matrix
Priority Matrix

Framer 2023

Memphis