Ditch the Discount, Says Brand Marketer

About this episode

Cherene Aubert discusses the pitfalls of discounting in ecommerce and offers alternative strategies for brand growth.

Since 2013 Cherene Aubert has managed, advised, and executed ecommerce marketing campaigns. She's worked for agencies, merchants, and as a freelance consultant. Her D2C advisory firm, Growth Capital, helps scale premium, high-growth brands. Experience guides her advice. Brands are too quick to discount slow-moving products, she says. Bundles or buy-one-get-one offers are often better. Higher-priced goods typically appeal to existing customers, not new ones. Influencers drive acquisition. Sh...

People in this episode

Guest: Cherene Aubert

Topics covered

• ecommerce marketing
• discount strategies
• brand growth
• D2C
• influencer marketing

Keywords

• ecommerce
• discount
• marketing
• D2C
• influencers
• bundles
• customer acquisition

Mentioned in this episode

Organizations: Growth Capital

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