Hey direct marketers and merchants. Stop. It’s not your problem. You can’t solve it. Many of you think the issue with coupons is your issue to solve in order to raise the average sale price. Stop, slow down, and look at one simple fact. More than 70 percent of the U.S. population will not buy your brand without a discount simply because they cannot afford to do so.
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There is an inherent conflict between the companies that market your typical ‘As Seen on TV’ (ASOTV) product and their customers. The companies want to make a profit, of course, while also ensuring their product sells at a rate deemed worthy of staying on the shelf. Their customers want a product that delivers on the promises made in a TV commercial, and they want it for a bargain price.
In the fifth annual Cognizant Shopper Experience Study, we asked 5,300 shoppers for their opinions—and they gave us an earful.