Customers now look at how well companies look after them rather than short-term gains, Shaz Memon says.

These days, money-off incentives have a very short shelf life. A once popular default sales technique, its demise has been accelerated by the dawning of the internet. In essence, a customer would buy into a brand at a reduced cost only to see a price hike at a later stage but would (most likely) continue their loyalty indefinitely and without question. This was often due to a lack of opportunity to compare like with like.

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