It’s that time of the year again where you get email after email offering some sort of “Black Friday” or “Cyber Monday” sale, and massive discounts.
Being both a consumer and business owner, the whole discounting thing creates a bit of a paradox.
Putting my business owner hat on, if we sell things at particular times with a discount, we are simply training our customers to wait until they are “on sale” to buy them. (Which is something we don’t want. We want them to buy all year round, not only during sale periods).
Now swapping to my consumer hat, why should I pay full price for something when I know it will be heavily discounted during this period? Or for those who like bricks and mortar stores, during the Boxing Day sales?
It then leads to the following questions being pondered…
Was the product/item really worth the non-sale price to begin with?
If it was, then why is it being discounted now? Is something better coming along, and they want to get rid of the old stock?
If it wasn’t, then the retailer is taking advantage of you, by selling an over-priced product. If this is the case, then you shouldn’t be giving them any money, regardless of how cheap they make it.
Instead of participating in a race to the bottom with higher and higher discounts, wouldn’t it make more sense to provide a better customer experience?
The happier the customer, the more likely they are to buy something throughout the whole year, rather than just at sale time.
And wouldn’t that be better for all of us?
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