Vouchering jeopardises your brand integrity, said Asda head customer insight and pricing Alex Chruszcz.
He said: “If you go into a store with 10 people going through a checkout, each of them is paying a different price because they’ve got different coupon and different vouchers then they all get a different experience. The brand is different for every shopper.”
“You can pump more vouchers out and drive some short-term sales but your brand loses its integrity to the shopper. There’s a cost to that type of personalisation in that your brand essence doesn’t come through.”
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