31 min listen
You’re Probably Discounting Wrong
From#Hashtags, The Gartner Marketing & Communications Podcast
ratings:
Length:
32 minutes
Released:
Aug 23, 2023
Format:
Podcast episode
Description
In this episode, Gartner analyst Kassi Socha and researcher Emma Mathison join to discuss Gartner's latest findings around incentives. The fear of continual price increases and, an appetite to try new brands, and XX are driving consumers to react differently to discounts and promotions than they have in the past. For those targeting a younger consumer, learn how the coupon became cool again, and free shipping is a mandate. To exceed consumers’ expectations, B2C CMOs must prioritize discounts with customer appeal, tailor discounts to specific audiences, and make discount experiences more interactive.Kassi Socha is an analyst covering trends across the retail industry, specifically eCommerce, digital marketing, and consumer insights. Key expert in Industry Marketing Execution, Digital Marketing Strategy and Execution, as well as Customer Acquisition and Retention.Emma Mathison is a Research Analyst, with the consumer insights team in the Gartner for Marketers business. She studies consumer values and attitudes as well as cultural shifts and patterns that impact consumer behaviors.Her current research focuses on studying young consumers, parents and family, LGBTQ and gender topics as well as global consumers.
Released:
Aug 23, 2023
Format:
Podcast episode
Titles in the series (54)
Is This the End of Customer Data? — With Lizzy Foo Kune: Pursuing an omniscient, 360-degree view of your customer isn’t worth it — especially since only 14% of organizations have actually achieved it. As CMOs grapple with data privacy regulations, obsolete data collection methods, and obtaining customer trust, they wonder: “What do I do instead?” by #Hashtags, The Gartner Marketing & Communications Podcast