We'll use Paid Search as an example. Here's what happens when you have, say, a garden-variety $100 AOV that hasn't changed much in the past five years ... and next to that column, you have a business that has a $115 AOV, achieved via increased merchandise productivity.
|$100 AOV||$115 AOV|
|Cost per Click||$0.53||$0.59|
|Average Order Value||$100.00||$115.00|
|Less Ad Cost||$530||$738|
Merchandise productivity is the best friend of a marketer. In this case, a 15% increase in merchandise productivity causes the marketer to be able to spend more money per click, which drives incremental clicks, causing a 40% increase in demand.
Does that make sense?
A 15% increase in merchandise productivity gives the marketer the ability to spend more per click, causing a 40% increase in Paid Search demand, and in this case, a 65% increase in profit.
Instead of focusing on the gimmick that can be "offered" to the customer, why not invest energy figuring out how to merchandise your site, your landing pages, and your advertising, so that you have the productivity that enables you to spend more money marketing?
Marketing * Merchandise Productivity ... it's a multiplicative relationship. Take advantage of it.