Express, the 600-store chain that caters to 20-to-30 year old men and women, had a dismal showing in this past quarter, financial news reports.
Why is that of interest to resale, thrifts, and consignment stores?
Because they had promotions which required the shopper to do math, rather than presenting clear markdowns.
“The consumer is responding to hard price points as opposed to prices they have to calculate”
Yup. Shares in Express fell 22%, in large part, according to professional analysts, to “the perils of resorting to promotions that fail to clearly communicate value to the customer.” Read the whole story.
What did I tell you? What have I always told you?
Do the markdowns.
Don’t count on your customers doing math in their heads. Get out your red marker pen and do them. Your bottom line will thank you.
Explore this concept further: These shops not only require their shoppers to do math, but to parse sentences.
Questions? Opinions? Think your customers are smarter than most and look forward to a little mental stimulus as they browse? Couldn’t possibly find the time to do markdowns? Think I am full of it? Let ‘er rip, below.