On the surface, you wouldn’t be alone in assuming that all discounts are positive. These are, after all, efforts solely focused on increasing attention and, ultimately, turn a profit. And, with wide-scale discount stores storming the market, there’s a fair amount of pressure to get on top with this.

That said, any retailer competing right now also needs to understand that countless companies are falling foul to damage from poorly planned discounts. In fact, a discount in the wrong place or utilized in the wrong way could soon see questions asked about your product worth and professionalism.

That’s not good news, but it’s an issue you can overcome with a little forethought, and by steering clear of the following discount traps.

Constant Discounts

In this competitive age, it’s not unusual to offer almost continuous discounts on certain products, usually in an attempt to overcome competitor’s cheaper offers. But, as 53% are discovering, ‘always-on’ offers like these are actually harming overall profitability. Most notably, this discrepancy has arisen as a result of the value questioning touched on above. After all, if you’re able to continually discount a product, how can consumers trust your standard pricing? There’s also a strong suggestion that continual discounts overwhelm shoppers and ultimately leave them less likely to purchase with the brand in question.

Damaged Products

Reducing damaged products is standard fare, but this, too, could send a poor brand message. To some extent, of course, things like damage during transit and even consumer-caused breakages are inevitable, and discounting these products makes sense over accepting losses on them. But, if, for example, you’re continually discounting products because your storage allows them to get wet or damaged on-site, then questions will inevitably be asked. After all, if you don’t care about looking after your products, why should consumers think twice? To avoid this, make sure to take the time to secure your warehouse from leaks, etc., or to invest in reliable tarp systems for outside protection from companies like Brumleve Industries. That way, discounts will never throw your commitment to those products into question again.

Generalized Discounts

Generalized discounts are also letting many retailers down in an age where consumers care more than ever about personalization. The simple fact is that comprehensive offerings like these now fail to catch consumer attention in significant ways. Instead, 71% of consumers grow frustrated and out of touch with brands that fail to offer personalized experiences for them. Discounts play a massive part in that, with unique codes drastically reducing the risk of consumers questioning product value or turning away. Instead, tailoring offers based on everything from purchase history to birthdays, etc. can work wonders for securing sales at last.

Discounts should, of course, still play a significant part in your efforts to increase profitability and brand awareness, but success here is now about far more than rushed efforts without thought. Make sure, then, that you’re paying due attention to your discounts, and any potential damage they could be causing below the surface.