Consumers Paying Full Retail Online
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.
of discounting did reduce overall revenues, however, by 7.5 percent.
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
Discussion Questions: Do you see retailers making the effort to get off the
promotional binge across selling channels? Are consumers buying it?