Unfortunately, we’ve all seen what can happen when our favorite brands fall into the discounting cycle. Every day is a sale that fails to differentiate the brand from the other stores that are all having 40% off, which continually erodes margins and can cut into the quality of the product at best, severe liability and disenfranchisement at worst. The discounting approach typically attracts the low value customers who are likely to jump to another brand as soon as a comparable sale comes around.
Brands can’t survive on massive discounting. We personally would love to see more of our favorite retailers and travel and hospitality providers enact a loyalty initiative to offer up the content and offers that appeal to us, keep us coming back and keep their brand flush with great customer experiences.