W. Frank Dell II, CMC

Consumers Paying Full Retail Online

August 13, 2010

FROM RETAILWIRE:
It's true. Consumers will buy even if there isn't a BOGO or a 40 percent off tag attached to merchandise. Well, at least that's true some of the time when they are shopping online. Do you see retailers making the effort to get off the promotional binge across selling channels?      [more...]

You're looking at apples and oranges here. Health related items actually do not do all that well when on promotion. I know this from some of the promotions we ran years ago, where being put on promotion actually hurt sales. Online retailers are playing a cat and mouse game on pricing and it is taking a toll on sales. Any web site that does not show me the price way before checkout, I simply move to another site.

Consumers are comparing prices on everything since the "Great Recession" began, and this will continue. Most retailers and online retail sites do have a deal addiction. Just ask the automobile industry what happens when you cannot feed this addiction. Forget the idea of list price and replace it with everyday price. It does not always have to be the lowest; it needs to be competitive and fair.