Everyone loves a discount, or do they?
                     Everyone loves 
a discount, or do 
they?
Martechcube
We live in a world of discounts in 2023. No sooner have 
the ads been screaming at us about Black Friday and 
Cyber Monday, then it’s Christmas, Easter, Labor Day 
and so on and so forth.
No one can argue that we love a discount. Why not take 
the opportunity to get something for less, so we have 
bragging rights at the office or dinner table.
However, from a business owner’s perspective, 
especially an SMB, getting discount happy and 
expecting to run your whole operation on this basis can 
be incredibly dangerous for long-term profitability and 
indeed customer loyalty.
You run the risk of being just like everybody else, a 
commodity, and forcing your customers into a ‘wait and 
see’ approach to buying ONLY when discounts are 
available.
There is another way to approach this – in fact – there 
are many ways, and they all come back to being focused 
on the customer and understanding them. In recent 
years, the power and attention on e-commerce has been 
growing – some 25% of all purchases are now done 
online
A new trend in online commerce – Customer Commerce – is the idea 
of putting technology back into a supportive role, simplifying your 
customer data into a single source of truth, and opening up ways to 
scale your online business. However, with Customer Commerce, this 
simple single source of truth approach allows you to get closer to 
your customers – putting more of your staff resources into servicing 
them personally.
One idea to consider instead of event-based discounting like Black 
Friday or Cyber Monday – why not offer a private, personal discount 
to a loyal customer based on a purchase milestone?
Many brands around the world refuse to discount, or they might 
discount accessories but never their popular gold standard product. 
Think Tiffany’s, Apple, Chanel.
Sure, your small business may not have the brand cachet of these 
high fliers, but you have something that a lot of big companies 
would kill for – customer understanding. You can use your 
superpower to understand customers better and service them 
better.
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-Martechcube