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STUDY: Study finds retailers send wrong promotions at wrong time to wrong customers | CSA

More than half of all retail promotions are sent to customers who would be content to pay full price.

That’s according to a new Revionics-commissioned survey conducted by Forrester Consulting, which found that 52% of retailers’ weekly or monthly promotions go to customers who would happily have paid full price, resulting in lost margins that retailers can ill afford.

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The survey, which questioned consumers in the United States, United Kingdom, France, Germany and Brazil, also debunks retailers’ hope of recouping margins by raising prices on limited-stock items. When asked how they would react if an item they wanted was available at a higher-than-expected price, nearly 60% of respondents said they would wait, not purchase the item at all, purchase it from a different retailer. A retailer seeking short-term gain faces the painful risk of losing sales and the hard-won loyalty of its shoppers.

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Study finds retailers send wrong promotions at wrong time to wrong customers.