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High retail discounts don’t secure repeat customers, data shows

Customers whose first purchase is discounted by over 30 percent are less likely to buy from that brand again, new data has suggested.

A study from customer engagement specialists Optimove shows that as the discount rises over 30 percent, retailers are in danger of attracting ‘cherry pickers’ – shoppers who buy a single bargain, but will not be drawn by the discount to buy more from the retailer at a later date.

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