Retailers’ pointless pursuit of the promiscuous shopper
Steve Dennis
FEBRUARY 4, 2019
As these companies seek to maintain their growth trajectory and/or seek to be the last brand standing in a rapidly maturing segment (think flash-sales 5 years ago and subscription meal kits today), massive discounts are being thrown at new customers, many of whom will simply go back and forth from one largely interchangeable brand to the next. I’m not sure who said it first, but it’s certainly true that great brands don’t chase customers , they attract customers to them.
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