🍯 Are Discounts Hurting Your Brand’s Image, and Performance?

Hello You DTC Savage,

Before you start tossing around discounts just to get customers to buy, take a step back. Are you building a discount brand, or do you want to retain that premium image?

I often see brands “train” their customers to only shop with them during heavy discount periods. This is NOT a winning strategy. Often times this dilutes margins and pulls revenue forward at the expense of predictable and stable 30/60/90 days sales. You also attract a different type of buyer (discount shopper), who usually has lower CLV and churns faster.

Here’s how to get creative with your offers without slashing prices:

1. Test the Wording

Instead of defaulting to percentage discounts, experiment with more strategic language in your offers. For example, if you’re a subscription business, try a "double hit" offer, where customers can bundle two subscriptions to save on shipping or receive a slight added value. This approach keeps the offer compelling without lowering your brand’s perceived value. Wording like “Double Your Order, Save on Shipping” gives the feel of an exclusive offer while still protecting margins.

Actionable Tip: Track conversions from different phrasing to understand what language resonates most with your audience. Over time, refine based on which terms maintain your brand’s perceived value while driving engagement.

2. Offer Freebies Instead

For premium brands, offering a freebie can be far more powerful than offering discounts. At MANSSION, for example, free ring sizers are provided with each purchase, which adds value without devaluing the product. This approach makes customers feel they’re getting something special and unexpected. This tactic works especially well for building brand loyalty, as customers associate the “extra” with your brand’s generosity.

Actionable Tip: Choose freebies that align with your brand and enhance the purchase experience. Track whether the addition of these items influences repeat purchase rates, and use the data to validate what freebies are most appreciated.

3. Escalate Offers for Retention

Rather than immediately offering a discount to customers who haven’t repurchased, consider using a tiered incentive system. Start with a small offer, like free shipping or a minor add-on, and gradually escalate only if they remain inactive. This gives you a retention lever without conditioning customers to expect discounts right away. It also preserves the brand’s premium positioning, rewarding patience with stronger offers over time.

Actionable Tip: Set up automated workflows that adjust the offer over time. Use your CRM data to identify the optimal cadence, and monitor for points when customers convert. Escalating offers can help retain premium positioning while giving customers reasons to come back.

4. Focus on Value, Not Price

Instead of simply lowering prices, focus on delivering additional value. Consider bundling products at a slightly reduced price, offering loyalty program perks, or providing exclusive early access to new products. The goal is to give customers a reason to keep buying from you without eroding your brand image. When value is defined by unique experiences or exclusive access, customers perceive your brand as generous and premium—not discounted.

Actionable Tip: Regularly survey customers to understand what they find most valuable—whether it's product quality, exclusive content, or early access. Leverage these insights to tailor your value-added offers, ensuring they align with customer expectations and drive loyalty.

Key Takeaway: You don’t have to race to the bottom with discounts. A well-thought-out offer that preserves your brand’s integrity is far more powerful.

Remember: Value > Price.

Lastly, I would love to chat with you on LinkedIn if we aren’t already connected.

Talk soon,
Feras