Retail Opportunity: Special Offers Motivate Consumers

The Commerce Department recently reported that January retail sales rose 1 percent from December after having fallen for six straight months.

This good news defied economists’ expectations and was the biggest increase in 14 months. And although they all report that this is unlikely to last, there’s an insight here to be considered and acted on.

Simply put, this news is validation of something we marketers already know: Customers respond to offers. And that doesn’t have to mean constant discounting. Bargains are only part of the equation. The mix of outreach needs to include service, recognition and special opportunities—coupled with moderate incentives to encourage new experiences and drive traffic.

This is a formula that has worked to motivate customers TRAINED to shop on discounts to change their behavior.

Tell us what methods you’ve incorporated in your marketing efforts that help reverse a reliance on discounts.