Should brand dealers be discounted from discounts and retail history?

The history of discounting is almost as long as the history of retailing. In the network age, the electric dealer's limited-time snapping up also always becomes the focus of people's attention. So, I would be surprised if I saw a few electric dealers without limited time. Some startups that are committed to creating quality brands also offer discounts on the home page for first-time visitors.


　　


I visited one of the three--bonobos, high-end T-shirts, pickwick&weller and women's jewellery dealers baublebar to see how they weighed the contradictions between the initial shopping discounts and the incentives to sell and damage the brand image.


　　

The purpose of
discounts is not hard to understand: to give new customers a reward for shopping, perhaps in the future they will buy other goods that are not discounted. Even if they just provide mailboxes, get discount codes, and do not shop at once, they also get their http://www.aliyun.com/zixun/aggregation/31492.html "> contact, without the cost of extra advertising."


　　


Pickwick&weller, founded by Ryandonahue and Ashtonkutcher, said: "We always offer a 20% discount to our customers for the first time." It is important for people to wait and see things unfamiliar and to give them some incentive. ”


　　


However, for the high-end brand positioning, give the initial buyer discount is effective, but also risky, such as the T-shirt price of up to 65 U.S. dollars pickwick&weller. Donahue said: "You have to know who you are, clear your position." Once consumers are accustomed to buying only when the product is on sale, the brand is in danger. "So, Donahue says, there will be no other discounts for the company at the first discount.


　　


Bonobos's Vpcraigelbert said they also gave a 20% discount to all new customers on the home page. But they are considering whether to reduce the discount. The company's marketing department is testing new methods, such as giving a certain discount to customers who first buy a combination of a product, or canceling all discounts. "We often discuss this issue internally," Elbert said. "After the marketing department completes the assessment for different customer groups, they will decide whether to retain the home page discount or reduce the discount." "Good marketing should maintain a healthy tension between brand and effect marketing, similar to the homepage pop-up page (discount) approach is likely to cause the conflict between the two." "That is to say, there is a view that home discounts are not in line with high-end brand image."


　　


Another young electric dealer, BaubleBar, has a different view, and their goal is to create high-end brands as well. But they also have a 15% initial discount on new customers. BaubleBar unwilling to be regarded as a discount brand. But co-founder Daniellayacobovsky said that because of its lower prices, it is hard for consumers to treat BaubleBar as high-end jewellery.


　　


said: "We want users to try our products, and then they will understand our value and become our repeat customers." We are trying to eliminate any obstacles to our first purchase, and our free Express, free return and first purchase discount are all for this purpose. ”