Complete the Look

Do you want to know the Psychology Behind Offering Discounts on Complementary Items?

In today’s competitive retail landscape, online shopping has become an experience that’s far beyond simply browsing through product listings. Consumers are looking for more than just good deals; they seek a holistic shopping experience that encourages ease, satisfaction, and personal achievement. One clever strategy that taps into these psychological needs is the “Complete the Look” discount.

This strategy focuses on offering discounts on complementary items—like pairing shoes with a dress or a matching jacket with jeans—encouraging users to complete an outfit. The impact of this strategy goes beyond just increasing sales. It taps into deeper psychological triggers, such as achievement and competence, both of which are core elements of human motivation.

What is the “Complete the Look” Discount?

A “Complete the Look” discount typically involves offering a promotional discount on complementary items when a customer has added one item to their cart. For example, if a customer adds a dress to their cart, they could receive a discount on shoes or accessories that match the dress, or vice versa. The aim is to make it easier for the customer to imagine and complete their desired look, ultimately leading to more purchases.

The beauty of this strategy lies in its simplicity and its ability to tie in various aspects of shopping psychology that drive consumer behavior.

The Psychological Drivers: Achievement and Competence

The foundation of this approach can be understood through two core psychological needs—achievement and competence—that shape consumer behavior.

1. Achievement: The Desire to Feel Accomplished

Humans have a natural desire to feel like they’ve achieved something meaningful. In the context of shopping, this can translate into wanting to complete an outfit that reflects their style, personality, or current needs. When a customer sees that an outfit can be completed with just a few more complementary pieces, it gives them a sense of accomplishment. The satisfaction of completing a “look” brings the same feelings of fulfillment one might experience when finishing a challenging task or achieving a personal goal.

By offering a “Complete the Look” discount, brands give customers the opportunity to feel like they’ve unlocked something special. It’s like finishing a puzzle. The feeling of accomplishment after completing an outfit, often with the added bonus of a discount, fulfills that emotional need for achievement.

2. Competence: Mastery and Control Over Choices

The second psychological motivator at play is competence, the desire to feel skilled and in control. When shoppers receive suggestions for complementary items, they may feel more competent in their ability to put together a cohesive, stylish look. Many customers might struggle with pairing certain pieces or have a hard time imagining how to style an outfit. A “Complete the Look” offer steps in to fill this gap.

By suggesting items that go together, and offering them at a discounted price, brands give customers a sense of control and competence over their purchase. It alleviates the burden of decision-making and makes them feel more confident in their choices, knowing that they are curating an outfit that fits together seamlessly. When customers feel they can easily master the art of personal styling, they are more likely to make that additional purchase.

Why It Works: Harnessing the Power of Social Proof and Effortlessness

A key part of why this strategy is so effective is the effortlessness it provides to the customer. When a shopper is presented with complementary items that are clearly designed to go together, they don’t have to spend time imagining what would match or struggle with making a decision. The process is streamlined, and customers can easily imagine themselves wearing the full outfit, which triggers quicker buying decisions.

This strategy also taps into social proof. Many customers look to brands or influencers for guidance on how to pair items and complete an outfit. When brands curate these suggestions, they make it easier for customers to feel like they are following the “expert’s” advice. The discounted offer reinforces this sense of “good decision-making” by showing customers that they’re getting value for their choices.

Examples of “Complete the Look” Discounts

To better illustrate how this works, here are some examples of how a “Complete the Look” discount might function:

1. Fashion Retailers: A shopper adds a summer dress to their cart, and the retailer offers a 15% discount on sandals or sunglasses that complement the dress. This nudges the customer toward completing their summer look, while also taking advantage of the promotion.
2. Beauty Brands: A customer purchasing a foundation might be offered a discount on matching concealers or setting sprays. Not only does this encourage the customer to buy more, but it also helps them feel confident that they’re getting a complete, well-thought-out makeup routine.
3. Home Decor: A customer buying a sofa could receive a discount on matching throw pillows, rugs, or lamps, helping them envision their entire living room arrangement. This works particularly well when offering home decor suggestions based on the item already in the cart.

How to Implement the “Complete the Look” Discount

Implementing this strategy doesn’t have to be complex. Here are some steps to ensure its success:

1. Curate Complementary Items: Use data and algorithms to suggest items that truly go well together. These suggestions need to feel natural, not forced, to avoid customers feeling like they are being upsold.
2. Personalize the Offer: Offering discounts based on a customer’s browsing behavior or previous purchases can make the offer feel more relevant. For instance, if a customer previously bought shoes, offer them a discount on a matching bag or clothing item.
3. Highlight the Discount: Make sure the discount is clear and compelling. Showing how much they’ll save when they add complementary items to the cart is a key motivator.
4. Create Urgency: Offering a limited-time discount or highlighting a sense of exclusivity (e.g., “Complete Your Look Today and Save 20%”) can create urgency, prompting shoppers to make quicker decisions.

Conclusion: The Power of Completing the Look

The “Complete the Look” discount strategy leverages psychological principles of achievement and competence to encourage more purchases and create a seamless shopping experience. By helping customers feel accomplished and competent in their choices, retailers can tap into deeper emotions that drive purchasing behavior.

It’s not just about selling more items; it’s about creating an experience that resonates with customers, offering them more than just a transaction, but the satisfaction of achieving a goal.

With the right approach, this strategy can elevate the shopping experience, build customer loyalty, and increase revenue—all while giving customers the confidence to complete their look.