Empowered customers expect retailers to provide a seamless experience at their time of need, and they expect to be treated asindividuals rather than homogenous market segments.1However, shoppers are bombarded with a myriad of indiscriminate, unsolicited promotions across a variety of channels every day. Often, these promotions are for items the shopper would willingly buy at full price. Shoppers confirmed the findings from a 2017 Forrester Consulting study*.
Shoppers value promotions that are timely and specific. They will also wait as long as it takes to purchase a product that matches their estimated value. Shoppers distrust arbitrary pricing, they want to know that pricing changes are science-based. Retailers are wasting incredible amounts of money on the wrong types of promotions in the wrong channels and on items that shoppers would willingly buy at full price and still feel satisfied.