Gamechanger 7: Promotions? Only 100% personalised
Do you want to be relevant in 2030? That requires action today. In this series, you will discover seven gamechangers that define the success of your webshop. Gamechanger 7 is about promotions that are 100% personalised. No standard discount codes, but dynamic pricing models that respond to behaviour, context, and margin.
Relevance at the right moment makes the difference between margin loss and margin growth
Where are we today
Ecommerce is about margins. Yet many brands still rely on generic or lightly segmented promotions: 10% off for signing up to the newsletter, 15% off everything during the weekend. But not every customer needs that discount to make a purchase. It feels simple, but generic discounts hurt both your margin and your brand positioning.
Where are we heading
Promotions in 2030 are fully personalised. They take behaviour, context, and price sensitivity into account. This targeted approach comes from smart analysis: A, B and C product classifications, margin aware pricing strategies, and recognition of customer behaviour. The discount is no longer a last resort in the checkout. It is integrated throughout the entire customer journey. Think of subtle promotions on product listing pages or incentives while someone scrolls. Relevance at the right moment makes the difference between margin loss and margin growth.
This development is especially valuable for promotion driven business models. Not every ecommerce platform needs to turn into a discount machine.
What you need to do now
Analyse your customers’ behaviour and identify where price sensitivity affects conversion. Build dynamic pricing models that take margin, product role, and buying behaviour into account. And stop using generic discount codes. Use promotion as a smart and profitable instrument that fits both your customer and your brand.