As the holidays approach, it will be interesting to see which brand next takes the legacy of the people who built it and reduces it to a commodity or gives the impression their prices were always high and with the discount became "fair."
Retailers participating in such online coupon programs are fueling a coupon-driven, price-obsessed, dirt-scratcher mentality that will be unsustainable for all.
When the profits are freely given away in some misguided "trial" mindset, the brand won't falter immediately but make no mistake, it will falter.
Its as much an admission of defeat, "we have nothing else to offer" to the customer.
Bob Phibbs, the Retail Doctor, is a popular motivational speaker and small business Consultant who has transformed thousands of businesses throughout the world with his straightforward, proven advice. His success at making over businesses has been featured on PBS Life & Times, in the Los Angeles Times, Entrepreneur magazine, and the New York Times.