EP 36: The Great Discount Debate of eCommerce: Growth Strategy or Brand Killer?
In this episode of The ASOM Pod, hosts John Roman (CEO of BattlBox), Amer Grozdanic (CEO of Praella), Bryan MacDonald (Director of eCommerce at Oma's Pride), and Jimmy Kim (CEO of eCom Email Marketer & Founder of Sendlane) tackle the Great Discount Debate—are discounts killing brand value, or are they just a necessary evil? The discussion covers real-world examples of brands winning without discounts—like using bulk box offers to increase AOV during Black Friday—and the pitfalls of deep discounting. The hosts also break down alternative strategies, from exclusive product drops to community-driven engagement and influencer collaborations that drive sales without slashing prices.
What You’ll Learn:
- How discounting can erode brand value—and when it actually makes sense
- Creative ways to drive sales without cutting prices
- The role of brand equity, community, and influencer partnerships in sustainable growth
- Real-world success stories of non-discounting strategies in action
This episode is packed with data-driven insights and actionable takeaways for eCommerce brands, marketers, and founders looking to build a profitable, high-retention business—without racing to the bottom on price.
Big shoutout to our sponsors who make this podcast possible!
Omnisend — With 125,000+ eCommerce merchants, Omnisend is the all-in-one email & SMS marketing platform built to deliver seamless, personalized experiences with ease. Learn more at https://www.omnisend.com/
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00:00 Teaser Trailer
01:53 Welcome to the ASOM Pod
02:25 Introductions and Event Announcements
04:01 The Great Discount Debate: Are Discounts Killing Brand Value?
04:49 Bryan's Strong Stance Against Discounts
06:20 Agency Perspective on Discounting
12:14 Brand Equity and Discounting Strategies
19:28 Creative Solutions for Customer Value
21:10 Success Stories and Lessons Learned
32:38 The Art of Product Drops
33:28 Marketing Strategies: Beyond Discounts
34:11 Customer Reactions to Sales
38:15 Building Community and Brand Loyalty
45:20 Partner and Influencer Collaborations
49:01 Final Thoughts and Takeaways
53:49 Buy or Sell Game
58:42 Wrapping Up and What's Next