Crosses 
Seven in Commerce
| Lucky Seven | ||||||||||||
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| Eleven | ||||||||||||
| 666 | ||||||||||||
| One billion | ||||||||||||
| Other numbers |
We've all seen that 'Special Offer - only $99' and we know it's a feeble psychological trick to make something look less expensive. But what about the craftier use of the number seven? Why is that used on price tags so much? Or haven't you noticed?
And why does seven appear in so many brand names?
Seven is a lucky number and the reason is no secret (here's why). It is used in all aspects of life; not just gambling and fortune telling. This superstitious number is even used extensively in religion. (See lucky seven in the church)
Seven steps to ...
Seven is also popular in corporate culture.
Headings like 'Seven Principles of Good Practice' frequently pops up in 'mission statements'. Harrods staff in London, for example, is one of many groups expected to perform 'Seven Steps of Exceptional Service'. (Even on this site, we've identified Seven steps for fixing problems with awkward relatives and friends who insist on 'helping' at your wedding, and Seven steps for dealing with procrastination)
Seven durable brands
1. |
The understanding that seven is 'lucky' has not escaped the attention of marketing people. Take for example the prominent '7' adorning cans of the popular soft drink 7-Up. The drink has been in production for over 80 years, being named '7-Up' in 1929. |
2. |
Just seven years earlier in 1922 the Austin Motor Company at Longbridge, England, started producing the Austin 7 motor cars. It became one of the company's most popular cars and was later copied by BMW and Nissan. The car was the basis for the first Lotus car (Mk1) and the name badge was applied to later models; the Austin A30 and the first Mini in 1959, a variation of which is still being sold over 50 years later. |
3. |
In 1927, the 7-Eleven convenience store was founded. It has over 27,000 stores in the U.S. and 17 other countries, had its first billion sales year at the start of the 70's (1971) and its first billion sales quarter at the end of the 70's (1979). The store was originally open from 7 a.m. until 11 p.m. but now is usually open around the clock. Yet despite the changed opening hours, seven has not only been retained but is prominent in the company's logo. The parent company of 7-Eleven, the fifth largest retailer in the world, adopted the lucky number in their name: 'Seven&i Holdings'. In July 2007 (7/7), Seven&i announced their plans to increase the number of 7-Eleven stores in America by 7,000. |
4. |
Then there's that delicious dark chocolate bar with a white fondant centre. The makers, JS Fry and Sons (now owned by Cadbury), moulded the chocolate bar into seven pieces. Their unforgettable jingle for the TV adverts from the 1960's was: "Seven pieces of Heaven, Fry's Chocolate Cream". The original seven-section mould designed by Francis Fry in 1875 is the same today and this successful product is the oldest of Cadbury's brands. |
5. | Japan Tobacco's best selling poisons are Mild Seven1 ... |
6. | ... and Seven Stars1. |
7. |
For Apple Computer, System 7 has been the most successful operating system (1991-1997). In 2009 the Microsoft operating system Windows 7 was released. Why is it called Windows 7, when the product is merely a modest upgrade from Windows 6 (Vista)? A more accurate name would be Windows 6.1 but the company's marketing strategists decided to use a luckier name. |
Time will tell whether Windows7 lasts as long as the other Seven brands.2
The price is right
In garage sales and junk shops (euphemsistically called 'recycle' shops) it is common in Japan3 to see prices discounted from 1,000 yen to 777 yen. And that is not only because 777 is a lucky number.
The value '7' is a closer to '5' than it is to '10'. So if something is reduced in price from 10 yen to 7 yen, we instinctively associate it with almost down to half price.
What we don't immediately realise, is that 777 is closer to 1,000 than 500.4
Tests in 'Price Psychology' have shown that if a $100 item is reduced to $99.99, then sales increase. Also, if the original price was $95 and the price is inflated to $99, sales (and profits) go up. And if the $95 price is inflated to $97, sales climb even higher because people imagine there's an even bigger discount.
Where there are no price restrictions retailers can, and do, play with prices to see which price sells the most and generates the largest profit. That is their job.
| 1 : | Are we making a political statement by omitting photos of their products? Well, let's just say, once again, that the smoking epidemic is one of the biggest causes of preventable disease, illness and premature death worldwide. (Source: http://www.who.int/tobacco/statistics/tobacco_atlas/en/ See also http://www.helpwithsmoking.com/) |
| 2 : | Before Windows 7 was the popular Windows XP; before that, Windows 98, and before that, Windows 95. Question: Do you know the difference between Windows 98 and Windows 95? Mouse-over for the answer |
| 3 : | Have you seen this in another country? Please let us know. info@seiyaku.com |
| 4 : | The hyperlink may no longer be active, but http://www.infibeam.com/Books/info/Kaplan/Kaplan-GRE-Exam-Subject-Test-Psychology-2009/1419553062.html was advertising a book at the discounted price of 777 rupees. The book's title? 'Kaplan GRE Exam Subject Test: Psychology' |
