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.
According to MyBuys' E-commerce Wellness Index, the average sales of full retail items at 250+ e-tailer clients was up 19.1 percent in June, while sales of discounted items dropped 26.6 percent during the period. The number of items purchased at a discount was 14 percent of total orders. That's down from 46 percent in June of last year.
The lack of discounting did reduce overall revenues, however, by 7.5 percent.
Robert Cell, CEO of MyBuys, did see fewer discounts as a positive even if revenue numbers were off. "Retailers have been successful at executing strategies to increase purchases at full price while reducing their reliance on discounting strategies."
Discussion Questions: Do you see retailers making the effort to get off the promotional binge across selling channels? Are consumers buying it?