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The road to retail hell might be paved with discounts, but for retailers looking to survive and thrive, deal strategy is all but required.
And it's only likely to become more important if data indicating that consumers are increasingly searching for deals is accurate.
Who doesn’t like a deal? Who doesn’t like to pay less than what everyone else is paying for the exact same item?
Coupons have been in existence since the dawn of the Modern Age and for good reason – they work.
This is no less true, and perhaps even more so, in the Ecommerce Age. Using coupons is an easy way to increase conversions and augment sales.
'Everyday low prices' was a successful strategy for Walmart, but how does it fare today?
That guy you stand behind at the supermarket checkout, while he clumsily thumbs through endless loose vouchers and causes a tailback four trolleys long at 11:30pm… that’s me.
That party of four, sat at the table of a popular pizza chain restaurant scrolling up and down their smartphones trying to find an online voucher for 50% off while the waiter patiently awaits our order… that’s my party of four.
Email is a versatile marketing channel. For example, it can be used to deliver a content strategy, to maintain customer relationships, or to promote new products.
However over at Macy’s, email is really only used for one thing – offering discounts and money off.
In fact I’ve noticed that for the past few months the only marketing messages I’ve received from Macy’s are those that promote a seasonal sale or special offer.
Email is a very effective sales tool, with respondents in Econsultancy’s Email Marketing Census stating that it delivers the best ROI of any digital marketing channel.
Discounts or offers are a common tactic and can drive high volumes of sales, however Macy’s approach is overkill.
I have to go back three weeks to 25 August to find a subject line that didn’t mention some kind of sale or discount, but since then I’ve received 12 other sales emails.
Not all discounting strategies have to result in doom and gloom for your business. I wouldn’t advocate discounting to simply drive sales, but to be part of your marketing strategy.
Think of the long-term impact of your discounts and promotions. Is is sustainable? Can you grow your business without discounting?
One-size doesn’t fit all with discounting strategies and you should test and learn to maximise profitability and revenue.
But do so with one eye on the perception and future growth of your business.
Ecommerce is growing and information technology is becoming more robust. As a result, some innovative pricing strategies have come into play.
Dynamic pricing is one that has been applied more broadly across a variety of industries, and its usage is growing among retailers.
Let’s take a closer look at price discrimination and how it has evolved, the legality and ethical implications, and why many companies see it as an effective tactic.
For most retailers the moment a customer makes a purchase is the time to relax and reflect on a job well done, however this is potentially missing one last opportunity for promoting repeat purchases and social sharing.
A new report from Owned It looks at the steps brands are taking to optimise their order confirmation pages, with Amazon and M&S apparently making the most of the opportunity to encourage further sales and engagement.
But what are these retailers doing right and what steps can businesses take to optimise their order confirmation pages?
Amazon achieved a high score thanks to its social sharing buttons, a discount voucher incentivising a repeat purchase, and the brevity of its confirmation page.
Discounts and offers have been around since the beginning of retailing history. Giving the customer money off has always been seen as the ultimate marketing tool for increasing sales volume.
To date, the web hasn’t changed this: price competition is at a historic high and the rise of deals sites has institutionalised discounts as an accepted part of online retailing practice.
There are many complex ways of increasing your online store's performance. From analytics to data segmentation, once you've mastered the infrastructure of selling online, reaching new customers and selling more can become much easier.
But there are simple tricks to achieve bursts and spurts too…
When former Apple SVP of Retail Operations, Ron Johnson, took over as the CEO of American retail giant J.C. Penney, he had hoped to do for his new employer what he had done for Apple, where he led the development of the Apple Store and its Genius Bar.
Unfortunately for Johnson, the revolutionary tactic of ditching discounts and offering consumers straightforward low prices every single day of the year, turned out to be more disastrous than revolutionary.
We’re coming towards the end of sale season, but businesses are still sending out emails to tempt customers into making a purchase.
Normally the retailer is specific about the amount of money off each product, however recently we’ve noticed that some businesses are sending emails with ‘mystery’ discount coupons, which basically means you don’t know how much the discount is for.
Yesterday Dell sent one of these emails, which attempts to lure you in with the offer a discount that could be anything from 10% to 50%. The problem is you only find out what the discount is once you get to the checkout.
The mysterious coupon is presumably supposed to make the customer so curious that they can’t help but click on the call-to-action on the off chance they are rewarded a half price laptop, but personally I find it to be an incredibly annoying offer.