Avoiding the Discount Addiction

To understand the full impact of continual discounting, it is useful to think of discounting as having addictive properties for both businesses and consumers. This Nursery Paper explores the causes, consequences and cure for the 'discount addiction' gripping the Australian retail market. Based on the work of Michael Cleghorn, renowned international trends forecaster and Director of Minc Consulting, this paper examines the consequences of feeding the discount addiction and the changing retail climate that has encouraged its spread. It concludes by outlining practical strategies for avoiding the discount addiction and succeeding in an increasingly competitive marketplace. (TNP 2007#08)

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