- 3 October 2014, 15:00 in E-Commerce

First Impressions Last

With online conversions in single digits, retailers are increasingly relying on discounts and incentives to turn browsers into customers and boost revenues. But this is a blunt tool that risks disengaging as many customers as it attracts and reduce margins unnecessarily as it fails to take into account a customer’s actual propensity to buy. Why offer a discount to a buyer who is already likely to purchase?

However, if a retailer...

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