Get out of the discount trap

Alan Treadgold’s article “Bloodshed and chaos on the high street” on Marketing- touches on some powerful observations for brands and retailers in today’s market, not least that they need to focus on what the shopper wants.

I agree that retailers and brands have got themselves onto a merrygo- round of deep discounting, and while this may boost sales in the short-term, I am concerned about what is it doing for the long-term health of brands.

There is clearly a role for retail marketing to play here. Not only does the discipline offer advertisers a compelling audience argument, both in terms of scale and proximity to the point of purchase, it also offers advertisers a proven mechanism to increase sales at full margin. On top of this, it is now far easier for brands to integrate the right message in the right stores, on the right format and at the right time.

It may not be the latest, sexiest marketing technique, but it does work and it offers a way for both brands and retailers to get off the
discount merry-go-round.

Dominic Rowbotham
head of business development
Retail Marketing International

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here