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Turnover is vanity. Profit is sanity. Black Friday profit.
By Bira

Discounts cost you more than you think – and won’t win you loyal customers

As touch trading and the imminent festival of price-cutting that is Black Friday approaches, bira members are being urged to think carefully about the real consequences of embarking on the discounting route.


In his CEO’s column on p1, Alan Hawkins raises the question of how many sales must be achieved to recoup the same profit as on the original price tag once price cuts have been applied. His chart here makes uncomfortable but necessary reading for those who have for-gotten “Turnover is vanity. Profit is sanity”.

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