![]() ![]() The shift from a supply-led market to a demand-led one has brands scrabbling around trying to keep up with this ravenous appetite for newness. Now, the internet gives them access to all the information they need, including thousands of choices.Īdd to that the sprinkling of “MUST-HAVE” products on everyone’s social feeds and you have a recipe for instant gratification. If something they wanted wasn’t in stock, they were out of luck. Personal data allows merchants to carve individual journeys for each shopper, and this could be what they’re looking for rather than money-off or a freebie.Īnd, when you type “ discount code” into Google and are served upwards of 100,000 results among pages and pages of discount codes, it’s hard not to think that price cuts are what customers want.īack in the day, customers could only buy what was available in the shops. While it seems customers expect discounts before they purchase, it could be a chicken vs the egg situation: what came first, the discounts or the expectation of them?Īccording to BigCommerce, the three biggest buying segments (Gen X, Millennials, and Gen Z) are willing to hand merchants their personal data in exchange for free shipping or discounts.īut brands that think the discounts are the driving force for handing over data might be barking up the wrong tree. One study recently revealed that customers rated discounts in email as the biggest influence on their purchase decisions – even better if they can get percentage off discounts (35%) or free shipping (20%). That first-touch may well be my last-touch with them if they don’t work hard to follow up with me afterwards. Sure, if I was looking for a pair of headphones I might take advantage of Urbanears’ discounts but, without knowing much else about the brand, there’s a high chance I’d only choose them based on price.
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