Jigsaw’s chief operating officer Richard Gilmore has encouraged retailers and brands to turn their backs on Black Friday discounting and focus on driving full price sales online.
Speaking at Drapers Digital Forum on Thursday (April 30) at London’s Bishopsgate, Gilmore said: “Why would you discount when people are most likely to shop? Don’t get dragged into it; you are only building a bubble in your demand. You have to drive the most amount of full price sales online, it’s the most important thing.”
He added: “Offering 20% off online is only creating demand to drive down margin. The more full price sales online the better. Optimising those full price sales is what it’s all about.”