Understand Your Buyer > How to connect with your buyer > Lagniappe
What is it?
Lagniappe is a fancy word used to describe the extra mile – it’s an unexpected “gift” presented at the point of purchase.
Why does it work?
It works because when clients buy they expect to receive what they’re paying for and no more. To receive something extra is a welcome surprise and helps to cement the buyer’s decision to buy.
How can you use it?
Depending on your offering, what could you offer your clients by way of a small gift at the point of purchase that will be of low cost to you but high value or novelty to your buyer?
Examples:
- A handwritten note of thanks.
- A gift or freebie.
- A personalised video.
Hypothetical Example:
A local bakery sells a box of cupcakes for £12. When a customer buys a box, the baker smiles and says:
“Here’s a little extra treat from us – enjoy this complimentary chocolate chip cookie on the house.”
The customer wasn’t expecting anything more than their cupcakes, but this unexpected freebie (lagniappe) creates a moment of delight. Not only does it reinforce the feeling that the bakery cares about its customers, but it also increases the chance of repeat purchases and positive word-of-mouth.
Similarly, an online skincare company could include a travel-size face serum in every order. It costs them very little but leaves the buyer feeling like they’ve received extra value.
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