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Why you don’t need discounts to appeal to price-conscious customers

Next to the rise of online and digital channels, one of the most frequently mentioned trends in retail pre-Covid was the rise of the ‘price conscious, empowered consumer’. The basic idea of this trend is that consumers are becoming more focused on paying less for products, and increasingly have the means to do so through enhanced competition and the ability to search for information online. There is truth to this idea. Multiple data sources point to the increasing costs of living, meaning le