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.
Download the PDF to read the full article.