Downsides of discounting

April 2012
Garden Center Magazine;Apr2012, Vol. 18 Issue 4, p30
The article discusses the results of a survey by COLLOQUY, a provider of loyalty marketing research, publishing and education, which reveals that markdowns and cash rebates may destroy brand loyalty. It shows that 12 percent of U.S. consumers strongly agree that it pays to be loyal to a favorite brand while 17 percent believe that loyalty programs are very influential factor in determining a purchase. COLLOQUY managing partner Kelly Hlavinka offers tips to help marketers engage customers.


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