For retailers looking to compete with Amazon around its annual Prime Day event, it’s not all about offering deep discounts to catch customers’ attention on the internet.
Start-ups like Warby Parker, Allbirds, Outdoor Voices and Everlane rarely offer promotions. Many of these companies have built their businesses online around a playbook that essentially says: We will never go on sale.
“As a brand, we don’t have sales,” said Brian Berger, CEO of the direct-to-consumer men’s sweatpants maker Mack Weldon. “We have a permanent loyalty program. … And that gets us out of the cycle of having to think about promotions and retraining customers in a way we wouldn’t want them to behave. We want them to shop whenever they want.”
Instead, around Prime Day and through this holiday season, Berger said, Mack Weldon will be boosting its marketing efforts, especially on social media. The brand launched