You’re Probably Discounting Wrong

In this episode, Gartner analyst Kassi Socha and researcher Emma Mathison join to discuss Gartner's latest findings around incentives. The fear of continual price increases and, an appetite to try new brands, and XX are driving consumers to react differently to discounts and promotions than they have in the past. For those targeting a younger consumer, learn how the coupon became cool again, and free shipping is a mandate. To exceed consumers’ expectations, B2C CMOs must prioritize discounts with customer appeal, tailor discounts to specific audiences, and make discount experiences more interactive.

Kassi Socha is an analyst covering trends across the retail industry, specifically eCommerce, digital marketing, and consumer insights. Key expert in Industry Marketing Execution, Digital Marketing Strategy and Execution, as well as Customer Acquisition and Retention.

Emma Mathison is a Research Analyst, with the consumer insights team in the Gartner for Marketers business. She studies consumer values and attitudes as well as cultural shifts and patterns that impact consumer behaviors.

Her current research focuses on studying young consumers, parents and family, LGBTQ and gender topics as well as global consumers.