Group Discounts Target Shoppers
By George Anderson
Today, if you’re a member of any large group such as the military, union, auto club, credit card, etc., chances are some business has a special deal for you.
Susan Tompor of The Detroit Free Press writes that even retailers that have not previously done much of this type of consumer marketing in the past are doing it this holiday season because they’re finding that selling to middle-income Americans has become increasingly difficult even when good deals are available.
“The very high-end stores don’t need to mark down as much — but beyond that everything else is up for grabs. We’re still in a very over-stored market where shoppers get the upper hand,” said Diane Swonk, chief economist and senior managing director of Mesirow Financial.
Put more bluntly, said Ms. Swonk, retailers are finding that it comes down to “promote or perish.”
Moderator’s Comment: Have you noticed an increase in promotional activity to members of groups such as the military, unions, etc.? Do you think that
promotions that single out members of an organization are more or less effective than those offered to all shoppers?–
George Anderson – Moderator