Debsena Chakraborty, Vice President, Growth - EMEA, MFilterItIn GCC, most online platforms rely on coupon websites to increase sales while they spend large sums of money across other digital channels such as social, programmatic, etc. to maintain brand recall. This practice creates a perfect scenario for channel cannibalisation.
Today users are not loyal to any certain brand or retailer. They only look for the goods they want and will but from any retailer giving them the best price. Sometimes even a Dirham pricing variability can sway users. This is especially true in quick commerce. Keep in mind that consumers are constantly searching for deals.
Given this situation, the question therefore is “Is coupon the answer?” The answer is somewhere
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