December 16, 2024

Mass Discounts Have No Place in My System

Can I tell you a story about a brand many of you are familiar with?

  • October = 40% Off.
  • November = 50% Off.
  • Black Friday = 60% Off.
  • Saturday After Black Friday = 60% Off ... Hurry, Ends Tomorrow.
  • Sunday After Black Friday = 60% Off ... Hurry, Ends at Midnight.
  • Cyber Monday = 60% Off Plus Free Shipping, Hurry, Ends at Midnight.
  • Tuesday After Cyber Monday = Cyber Monday Extended!! 60% Off Plus Free Shipping.
  • Wednesday After Cyber Monday = Cyber Monday Extended!! 60% Off Plus Free Shipping.
  • Thursday After Cyber Monday = Cyber Week Continues!! 60% Off + Free Shipping $50+.
When I clicked through the Thursday email campaign to test their tactics, one hour later they sent me an email with 60% Off + Free Shipping No Hurdle ... I get a "perk" because I clicked through their email campaign.

Yeah, if you ordered Sunday because 60% off was about to end, you'd be upset to know that had you waited until Monday you'd have also received free shipping. Nice. 

I realize you're going to have to discount from time to time.

It should not be your reason for existing.

And you should never, ever ... ever ... mislead or lie to your customers. The above-mentioned cadence misleads customers. Explain to me, those of you who love discounts, why it is acceptable to mislead your customers? I await your response (kevinh@minethatdata.com).

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