As we enter the holiday season, retailers are already guns ablazin’ with sales and promotions. Like all price wars, this will end badly for just about everybody. Spoiler alert: if you don’t have the lowest cost position you can’t win a price war.
Now don’t get me wrong, I get that promotional marketing is part and parcel of most retailers’ business models. I’ve been around the block a time or two (or three). You may recall that I was in that Johnson guy’s face big time for pulling the plug on discounts at JC Penney. Sales and promotions aren’t going away any time soon, nor should they.
And I certainly understand that retail competitive dynamics are such that if you aren’t aggressive early and often you risk losing out on market share, which is critical in a largely fixed cost business where slow-moving inventory may start to lose value rapidly.
Yet if you look at most retail marketing–particularly during the holidays–you’d think that % off was the entire basis for competition.
The simple fact is that very few players can successfully build their brand positioning around having the lowest prices or the most aggressive sales. Very few.
If you aren’t in this elite group, the bottom line is that you can’t own discount. And chance are you’re just chasing your tail when, instead, you should be laser focused on other dimensions where you have the potential be relevant and remarkable and to build a differentiated, defensible position.
No you can’t own discount. But discount can sure own you.