“From the earliest days of retailing, merchants have rewarded customers with perks, to build loyalty. However much like the insidious effects of drugs, price discounting destroys you, your business and your brand. Let’s see why.
“There are many reasons – some understood others not – why we pay the price we do for … well, anything. Generally speaking, though, tangibles (things) command a higher perceived value and price, than intangibles (services) – which is one reason why the hairdressing industry is plagued by discounting and price comparison. Neil Osborne tells the story of how one man’s dream to provide more – an experience – turned savage price cutting on its head.