Proactive Discounts and Customer Centricity in Business
Majority of companies are planning sales discounts to encourage buying, celebrate an occasion, a milestone in the life of the company, keep up with an international or a local event, fill in some sales gap.
So now think as a customer, who is in need of products and services; a table broke under the weight of an office machine, new entrance matting is not in a representative shape, a toolbox is lost and urgently needed to be replaced.
Customer doesn’t even know when needs to make a sudden high priority purchase, but it happens occasionally.
And when the trouble hits in, the vital purchase could be even a big one.
And that is the time, when you as a merchant has no clear discount being set and available.
Not so easy to stand by every and each customer all the time, as reactive discounts are not as good as proactive discount.
In this definition reactive discount is the one, that you possibly offer to a customer, who asks for it.
Proactive discount is a kind of discount that you offer upfront the customer, before any communication and sales activity happens.
Most of the businesses are thinking on a planned, seasonal or occasion based sales event with a discount code or other benefit.
But you could imagine giving a chequebook of all year long discounts, valid all along the year, and the customer can activate it whenever the above mentioned trouble hits in.
Set the acceptable amount of discount for as many product categories, as you can or plan, and issue dynamic or static discounts.
Dynamic discount: when the discount code dynamically changes for every customer. It is unique for each person and company. For one customer the discount code: CVbm23JK45 and for another: trTe324GJFd
Static discount: Is a general code valid for every customer, who enters it to the webshop. Example code: Discount30
If you keep one discount code for one product category, and you keep it active and constant for every customer once per year, and continue to use it through the next years, it will serve good branding purpose.
If you can provide everyone in a personalized newsletter campaign unique code, you can still keep the unique image about you, and be sure that the given discount will be used by the dedicated customer on the dedicated event only.
The business could also prepare a webpage, which is no-index for search engines, and contains all information about the static discounts and your customer care could use it as a reference.
