Discounts – A Slippery Slope?

Consumers love discounts.  Who can blame them?  Who doesn’t want to pay less for something?  For marketers, they are very enticing.  They can boost sales, break-through the clutter, and stimulate trial from new customers.  Used correctly, they are a valuable tool for a marketer.

However, if used indiscriminately, consumers become dependent on them, expect them, and won’t shop from your store without them.  That’ll force you to either provide a steady stream of discounts that you’ll probably never be able to stop or risk the wrath of your consumers.

Much like a carpenter, you aren’t going to be successful relying on a single tool (heck – you can only do so much with a hammer). Discounts can provide wonderful results for companies, but make sure that you don’t forget other useful tools in your marketing tool box.

This entry was posted on Wednesday, November 10th, 2010 at 2:59 pm and is filed under Brand Marketing. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.

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