How to offer discounts without trashing your brand

How to use discounts without trashing your brand

"The only statistics you can trust are those you falsified yourself," said William Churchill and, given that he reputedly drank 42,000 bottles of Pol Roget champagne in his lifetime, you'd hope there's some truth in that. Here's a little nugget of purest nonsense we stumbled upon recently, based on research carried out by The Logic Group and Ipsos MORI.

According to their survey of over 2,000 customers, people are more likely to be motivated to shop by earning loyalty points (27%) than they are by discounts (11%) or offers (9%).

We smell a rat. A fishy rat. We're not saying that the survey isn't 100% accurate, but there's no way those 2,000 people answered that question that way, so maybe something's been lost in translation (from English to... um...). Loyalty schemes are great, but no one's going to accrue rewards tomorrow instead of reaping benefits today. It's just not going to happen.

But here's where we do agree with The Logic Group (quoted here): “Brand Britain has become eroded as a result of rampant discounting across the board. By ‘flogging’ merchandise through widespread discounting, the prestige of many British brands is being compromised.” That's absolutely true because,


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