At BullGuard, we sell our products directly to customers through our online shop. We also partner up with online and offline (retail) shops, who receive BullGuard products to sell on to their customers.
We have a recommended price which reflects the value of the product, and this is the price we sell it for through our web shop.
Our Marketing team has implemented a loyalty program that runs automatically, to ensure that loyal customers receive a discount for their renewal purchase. Occasionally, we also have campaigns that are designed to attract new customers which, sometimes, include better discounts (Black Friday is a good example). Our partners may also sell BullGuard with offers of their own, or in bundles with other products.
If we were to set the system to match the lowest price at any given time we would have to change the pricing continuously, probably leaving some customers feeling cheated because the price they bought at yesterday had suddenly been lowered. In addition, it would complicate matters for our partners. We would also not be able to cover our production costs and would end up going out of business.
To compensate for this tricky problem and because we do highly value our customers, we allow existent users and recommend it whenever possible, to renew their subscription using the best offer they can find, online or offline, from us or from our partners.