Connect with the customer

I agree with your conclusions that in focusing on price we may be missing more fundamental motivations for purchasing (Create element of excitement, MW 28 May). Consumers may be more susceptible to emotional messaging than ever before. So, far from discounting to grab short-term attention, brands that investigate deeper insights into how their consumers “tick” will flourish and create more powerful connections with their consumers.

Simon Marshall,
European managing director
The Marketing Store

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