"Best quality and best pricing are musts for consumers in the decision-making process. As such, brands and retailers must take a long, hard look at their short-term discounting strategies." - Nancy Smith, President of Analytic Partners
Nancy Smith, President and CEO of Analytic Partners, is featured in the April 2013 issue of Retail Online Integration magazine, discussing the pitfalls of deep discounting strategies for B2C retailers.
Deep discounting has traditionally been viewed as an incentive-based marketing tactic that helps to build brand loyalty. However, deep discounting has become a liability for many brands. Nancy explains that deep discounting pitfalls can be avoided if optimal planning is achieved. Analyzing the data is the way to strike a balance.
Nancy's full explanation can be read here:http://www.retailonlineintegration.com/article/deep-discounting-a-race-bottom/