Research category
Marketing practice, customer behaviour and emerging approaches.
For retailers and consumer-facing SMEs, the stronger seasonal strategy is not indiscriminate price cutting, but offers whose savings, total cost, availability and commercial purpose can withstand scrutiny.
For UK SMEs, reviews are part of the information customers use to choose. The management task is not to manufacture a flawless profile, but to ensure that ratings, testimonials and review processes can withstand scrutiny and improve the underlying service.
As UK policy turns towards subscription traps, recurring-revenue firms need to distinguish customer continuation driven by value from continuation shaped by inattention, unclear pricing or exit friction.
