I was recently browsing through Boohoo’s website and added some items into my basket just in case I wanted to find them again later. I didn’t really have any intention to make a purchase so I soon forgot about everything I had put into the basket.
Two days later, I received an email from Boohoo offering me 15% off everything for two days. I had clearly been “forgetting something” and shouldn’t “miss out” on completing my order. Without fail, the following day, I received another email with the same voucher code, again reminding me there were items in my basket and that I could have 15% off anything I wanted.
Promotional codes are constantly being thrown around left, right and centre by retailers. However, Boohoo is the only retailer that I have personally come across which sends out discount codes just because you put a few items into your basket. This is just one of many examples of reciprocity (Cialdini, 2007).
Cialdini R. B. (2007). Influence: The psychology of persuasion. New York: Collins.
Gouldner, A. W. (1960). The norm of reciprocity: A preliminary statement. American Sociological Review, 25, 161-178.