Morris: Couponing and Discounting Fail to Build Brand Loyalty
Scott Morris · Freshpet: Scott Morris · Oct 9, 2023 · at 9:07
Freshpet co-founder Scott Morris reflects on consumer behavior and marketing efficiency while working at Ralston Purina in the 1990s.
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“What we started realizing was there were millions and millions and millions of dollars that were being spent in couponing and discounting that were really not very productive. They were drawing people in that would buy it once and then go back to whatever the next promotion was. It wasn't building affinity or loyalty to the, for the products.”
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