Flash sales fail loyalty test

It is essential that flash sale discounts (MWlinks.co.uk/FlashSales) do not become the norm if brands are to continue to engage with consumers on a level that is not purely dominated by price.

From a customer engagement and reward perspective, any brand that can tap into the “best value” mindset and offer a rewards scheme that provides access to great offers and discounts on relevant brands and products has a huge opportunity to engage with their customers with rewards that will create loyalty as well as aiding their acquisition strategy.

The main challenge for brands using this strategy as a reward and loyalty tool will be to ensure that they compete and offer better and more consistent value than these publicly available time-limited flash sales sites. If they are able to achieve this, the result can be an extremely powerful and cost effective acquisition and retention tool.

Daniel Nugent
Head of Entice


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