’Tis the Season for Data Management, Not Deep Discounting

Nancy Pekala
Marketing Insights e-newsletter
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Key Takeaways
  • Retailers JCPenny, Target and Lowe's are trying a new model that focuses on no discounts or at least reduced discounts.
  • "Deep discounting is a one-way street, no going back scenario that will devalue a brand and erode loyalty."
  • Instead of turning to deep discounting, Smith suggests that careful analytic strategies can make a real impact on return.

​Today’s shoppers are addicted to discounts and that addiction is never more extreme than during that annual rite of passage—the holiday shopping season. 

Yet, some retailers are trying to change all that with a new model that focuses on no discounts or at least reduced discounts. Earlier this year, JCPenney launched its “no more fake prices” makeover, which focused on eliminating coupons and sales. While shoppers failed to embrace the campaign, the retailer continues to makes changes to its marketing strategy and the approach is one being adopted by other retailers including Target and Lowe’s. ​

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Author Bio:

 
Nancy Pekala
​Nancy Pekala is the AMA's Senior Director of Online Content.
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