In a true case of putting your money where your mouth is, Walmart’s British iteration, Asda, saw customers using their price-comparison service rise 150% after the store offered a five pound (about $8) monetary incentive to do so. The five pounds came in the form of a discount off a shoppers’ next forty-pound-and-over purchase.
And, in a brick-and-mortar meets mobile move, the company installed 100 in-store iPads for those without personal computer access to use the service. Besides being tech-forward and egalitarian, the offer is a prime example of a retailer successfully using discounting in order to actively engage customers (and possibly attract some new ones).
The move is actually reminiscent of the way flash sale members-only sites grow their audience, by offering existing members discounts off future purchases when they invite their friends to join. Even if Asda’s incentive-for-price-checking seems an unlikely comparison, it’s actually quite similar — it draws in shoppers by encouraging them to actively use the company’s site. So, is solid customer engagement the future of discounting? If the Asda price comparison’s uptick in popularity is an indicator, maybe the answer is yes.