First, let’s touch on the ‘peace of mind’ concept…

You’re in the supermarket. You see a big red sign that says ‘50% OFF%’ on the toy shelves. Perfect timing, knowing your niece’s birthday is around the corner. Anyway, you get closer, start browsing around the shelves and you start noticing that some of the toys have a discount label that is much lower than 50%. Some have 5%, some 10%, but some have nothing.

And then you start thinking…

Hmm, what is happening? Is this 20% sign old? Or should I keep digging to find the toys with the 20% off label? I definitely don’t want to spend time on searching for the toy, just fo find out later at the checkout that I won’t get 50% off. What should I do? Where is staff?

This kind of thinking is when the peace of mind concept was thrown out of the window.

The solution? The big red sign with 20% OFF should have a sub-text that says something like: On top of all other discounts. Calculated at the checkout.

That’s peace of mind.