Study: Discounts persist in digital era

New York – Even as retail marketing strategies shift in the new digital era, tried-and-true discounts still remain a crucial promotional device. According to new data from marketing personalization provider Sailthru, 97% of retailers use discounting as a pricing strategy.



In addition, 68% of e-commerce retailers find discounting extremely effective. Personalization is growing in importance to discounting, as 75% of shoppers want a personalized experience and 51% of retailers said discounts are among the digital marketing components they most want to personalize.



Respondents said top benefits of personalized marketing include increased marketing effectiveness (76%), increased customer satisfaction and experience (67%) and increased customer retention (60%). Fifty-nine percent of digital marketers said discounts and bundles are effective for acquiring new customers.